84% of consumers surveyed were convinced to buy a product or service after watching a brand’s video. 97% of video marketers reported that video increased user understanding of a product or service, and 76% reported video helped them increase sales. 56% of consumers believe that a company should have video content on its website. What is a product video? That’s where video comes in! Informational videos help answer user questions. With video, you can guide the customer experience from start to finish on every digital channel your prospective customers might use to find you. And since videos are shared 1200% more times on social media than links and text combined, video is quickly becoming a marketing cornerstone for companies of all sizes. Remember to keep it visual – close-ups and step-by-step instructions provide the answers a user may be looking for before committing to a purchase. Posted on your blog or on your about page, educational videos inform consumers about your industry or certain aspects of it.
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A year ago, you launched a website, complete with a store, numerous product pages, and even a blog. Over time, you saw your site sessions increase, you saw growth in your social media following, and you received positive feedback from customers happy with their purchases. But, even so, your sales are somehow flat. Sure, you’re happy to make any sale, but in order to remain competitive and stay afloat, you need to see your sales grow over time. And, realistically, you don’t have time or money to invest in a major marketing initiative. What can you do?
If you want one quick, easy, and relatively inexpensive way to help boost the performance of your ecommerce pages, video could be your answer.
Creating a brand video or commercial was once an expensive, complicated task that only major companies could afford. But now, thanks to the popularity growth of video, it’s now easier than ever to strategize, script, film, edit, and publish your video.
The best part? Video has been proven to help increase conversion rates, engagement rates, and more. Take a look at these surprising video statistics:
- 62% of consumers watch product review videos before making a purchase.
- 84% of consumers surveyed were convinced to buy a product or service after watching a brand’s video.
- 97% of video marketers reported that video increased user understanding of a product or service, and 76% reported video helped them increase sales.
- Including a video on your landing page can increase conversions by more than 80%.
- 56% of consumers believe that a company should have video content on its website.
Video is the new normal. If you’re not taking advantage of this tool, you’re missing out in a big way.
Don’t worry, we’re here to help! Keep reading to find out not only how video can help increase your conversions, but which type of videos you need and where they work best.
What is a product video?
Before getting started – let’s define what a product video actually is.
A product video is a video that highlights your product’s features and shows it in action. Product videos help business owners easily showcase what a product can do, and are actually the preferred way for your potential customers to learn more about your product. They’re especially useful when there isn’t a showroom or brick-and-mortar store where they can see the product in person.
There are different types of videos you can use throughout your entire website (more on that below.) But product videos are the videos that most directly correspond to ecommerce sales. Since these are typically published on your ecommerce or store pages, they affect users who are in the decision stage of the buyer’s journey. They’re ready to buy and they just need that final convincing factor that’ll help them close.
5 Ways Video Helps Increase Ecommerce Conversion Rates
Why exactly do videos help increase conversion rates? It has a lot to do with consumer psychology. Let’s take a look at some of the specific reasons video resonates so strongly with users and how they can help you boost sales.
1. Consumers engage more with video.
Video is both auditory and visual in nature, grabbing our attention in more ways than any other type of content can. It also allows us to tell a more complete story, building a narrative, building emotion, and provoking action more effectively.
Because video is the catch-all for every other type of content, including text and infographics, photographs, voiceovers, and more, video can engage us like nothing else can. Its movement stops us in our tracks and keeps our fingers from scrolling past. That’s why it’s crucial to make your video captivating, so those first few seconds really hook in your viewer.
2. Product videos boost consumer trust in ecommerce companies.
Be honest – sometimes you don’t buy an item because you’re not sure you’ll get exactly what you’re promised. What if the color is different? What if sizing is different? It’s easy to say a product can do something, but saying it alone isn’t much proof. That’s where video comes…
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