Video is one of the most underused ecommerce selling tools. Product videos give you the opportunity to show customers the benefits and uses of a product right at the point of potential purchase. If there is any hesitation to buy or lack of understanding the value of your product, your video acts as an in-store sales person helping the customer move toward a purchase. Let’s take a look at the reasons you should jump behind your camera lens ASAP.
1. Increase conversion and sales.
The proof is in the product. Zappos found that their sales increased from 6%-30% when products included video demos. Housewares site stacksandstacks.com tested videos on their product pages, and found customers to be 144% more likely to add to their cart if they watched a product video. This should be reason enough to start a google search for “best amateur video cameras,” but if you still need convincing, read on.
2. Boost your page rank in search.
Videos with relevant, rich content improve SEO because they show that your page has information pertinent to search requests. Videos can also create additional backlinks to your site, and views and shares will increase the value of your content. Youtube has over 3 billion searches a month and continues to be the second largest search engine. Adding videos will generate another channel for your products to be found.
3. Increase clicks and shares.
Speaking of shares, video content is highly shareable in social media and even email. Adding a video to your marketing emails can boost click-through rates by more than 200%. The more compelling, the better, and videos tend to be more compelling than still photos or text. More shares equal more clicks and more eyes on your ecommerce site.
4. Improve engagement and build trust.
People like to touch products before they buy them. If you can’t get to the store to handle the merchandise in person, the next best thing is watching someone else handle it. Videos enable you to give your customers a sense of product quality and uses directly and quickly, vs. forcing them to read product descriptions. Pictures are great tools as well, but they are all but required these days, and they don’t show benefits as clearly as videos can.
96% of potential customers thought that videos made their decision to purchase online much easier.
5. It’s a virtual demo.
In-store demos are a great way to interact with customers and market your product to a large audience. Since you can’t be everywhere in person at once, the next best thing is a virtual demo, that comes right to the desks and couches of potential new customers. Almost 75% of consumers were more likely to purchase a product if they could see a video that explained how to use it. John Lawson, an Amazon expert, started video marketing for his products in the early 2000s and saw his sales increase exponentially.
6. Videos are quick and digestible.
A full page of overwhelming text that no one will read, can instead be formatted into a concise video that many more will watch. Customers get information that is easy to understand, remember and even forward. Four times as many consumers would prefer to watch a video about a product rather than read about it.
7. Eliminate consumer doubt.
People give money to Kickstarter campaigns without ever knowing if they will receive the product. Why? Because the video was compelling enough to turn them into a supporter. Their reservations were squashed because they were able to see the story of the product and the company. Imagine the support you can build for a company that is already functioning, and a product you can actually deliver!
8. Video content is on the rise with mobile users and younger generations.
Millennials, gen Z, and even gen alpha are the present and the future of purchasing power. From Snapchat to Instagram stories, these generations are fully embracing digital marketing and video content. YouTube reaches more 18-49 year-olds more than any cable network in the United States and has over a billion users. Don’t miss the boat.
9. Reduced returns are a bonus.
If customers see the product in action before they ever purchase, you can bet that they’ll be less likely be unsatisfied or return it. Product videos increases conversion and can reduce return rates by 25%.
With so many clear benefits to adding video content on your site, this one is a no-brainer. Remember to research cameras, be aware of lighting, and keep it short and to the point. If you don’t have the resources for a video equipment, check out this great stop-motion product video tutorial that you can film with your phone.