Animation has always fascinated viewers with its ability to let them perceive an object from different angles and perspectives. This is no different when it comes to e-commerce, as viewers demand to analyze a product from every angle, just like they would in a physical retail store.
Moreover, videos are visually more striking and have a greater capacity to engage audiences than a simple illustration or informative content. There is no doubt that video content on e-retail platforms are still very limited and this approach can only be described as one in the stages of its infancy. With that being said, taking the bold step to adopt this innovation will certainly make your brand stand out in the overcrowded and competitive online commercial landscape.
Let’s take a look at some important statistics that demonstrate the utility of video content on product pages.
The Numbers- Analyzing the Value of Video Content
Invesp:
- 73% of consumers are more likely to buy a product if they have watched it being displayed in a video format. 73% of consumers are more likely to buy a product if they have watched it being displayed in a video format. Share on X
- Approximately 144% of the visitors on e-commerce platform will assign particular items to their cart which was showcased in a video. Approximately 144% of the visitors on e-commerce platform will assign particular items to their cart which was showcased in a video Share on X
- Conversion rates of e-retailers which support video content have an 80% lead over those other competitors who do not use video content. Conversion rates of e-retailers which support video content have an 80% lead over those other competitors who do not use video content Share on X
- Consumers are 44% more likely to continue buying products from an e-commerce platform which features video content for its products. Consumers are 44% more likely to continue buying products from an e-commerce platform which features video content for its products Share on X
Animoto:
- Almost 96% of consumers find it easier to decide on a purchase if they watched a video for the desired product. Almost 96% of consumers find it easier to decide on a purchase if they watched a video for the desired product Share on X
- 42% of the consumers have expressed their desire for more e-commerce platforms to employ video content in their product description. 42% of the consumers have expressed their desire for more e-commerce platforms to employ video content in their product description Share on X
Video content also plays a vital role when it comes to brand loyalty and customer satisfaction. As Animoto notes, not only does the trust between the consumer and business go up by 58% but 71% of the audience agrees that such an approach leaves a positive impression on them giving them a valid and sound reason to come back for shopping.
The potential and success is clear from the aforementioned studies and there is no doubt that all e-commerce websites, should invest in video-content. However, it is not as straightforward as it might appear and there are still certain things to consider when employing such techniques to showcase your goods or services.
Below we discuss some useful practices and guidelines to follow for an effective use of video content on product pages. Additionally, we have listed certain examples of different platforms that are using video content to its full potential.
Best Practices to Help You Incorporate Video Content on Your Website
Before you start developing video content, it is important to realize what products or services that you will be promoting. Every business has to start somewhere, so begin from scratch and constantly scrutinize your process. Furthermore, it is recommended to evaluate different fields or particular categories of products that can benefit the most from video content.
Again, thanks to Animoto we have statistics to take heed from. Video content is most popular and demanded in the electronics department with 57% consumers following this trend. Another field which has greatly benefited from video content is the online fashion industry. Every consumer will want to see the apparel item from every aspect and how well it fits the model. Videos and images are perfect for this particular industry.
ASOS is a good example with their video content appearing below the slides of every type of apparel. These are brief previews which depict a model doing a quick 360 to get you an overview of how the particular shirt or desired clothing will ‘appear’.
Outside the world of fashion, the scope for such videos is even broader since for instance, if you are purchasing a home appliance, the brand can engage you on a whole different level by showcasing a short informational video which serves as a manual for setting up the appliance and how to best operate it.
Another company that is using video content to engage their clients is the popular backpacking company, Kelty. This company has an online store which features a video section for each of the products that provides details on how to efficiently set up and utilize the camp gear. In the case below, scrolling down from the preview or simply clicking the ‘Video’ button will let you observe the particular tent in motion.
Then of course, there is the old fashioned promotional video that allows brands to talk about their product’s strengths and what sets it apart from the rest of the competitors. The baseball and softball merchandise brand, Marucci has a whole page dedicated to describing the specifications and technology of the different models of the equipment and gear they house.
No matter what type of video format you develop, it is best to keep it short (preferably under five minutes) and it should have sufficiently high production values attached to it. These videos should convey your message in the most interactive way possible. Furthermore, you should also focus on other aspects of your e-commerce website such as live chats and mobile apps to further engage your potential customers.
The Takeaway - Should You Employ Video Content on Your e-Commerce Platform?
Incorporating video content on your product pages has become more of a necessity rather than a luxury. These videos will obviously require a certain amount of capital and resources, however, this type of content will pay for itself by inducing high conversion and engagement rates.
These videos can either be promotional or informational in nature and both of these types have the capacity of showing your clients why they should choose your products. These videos are one of the most appealing modes of marketing your product and will instantly help guide your end users through the purchase cycle. Not only will videos help engage new clients but they can also help cultivate lasting relationships with previous ones. Therefore, there is no doubt that you should consider adding video content to your e-commerce platform.
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Sohail Rupani is a Senior SEO Strategist and Blogger for Link Building HQ, a white-label link building services provider. He is passionate about technology and loves to analyze the tech industry in his spare time and stay in touch with the latest happenings. He also writes technical articles about SEO and digital marketing. Follow @sohailrupani for more updates.
