Selling With Video – Best Practices for Video in Ecommerce

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Selling With Video – Best Practices for Video in Ecommerce

Selling With Video – Best Practices for Video in Ecommerce

Whether you’re new and just setting up an ecommerce site to sell your goods or you’ve had your site up for awhile, selling goods with video is a must if you want to be successful. Why is video so important? Put yourself in the position of a guy looking for a sports watch. Having run a search, he comes upon a site where a watch he likes is beautifully photographed. Alongside the picture is a basic description and a really good price. He likes the watch, but decides to keep looking, or wait to find a deal on it.

Now, let’s say he instead happened upon a site whose owner was aware of the best practices for video in ecommerce. There, he finds the same photo of the watch, the same description and the same price. However, next to all of that is a video talking about how aviation inspired the design. All of this is intermixed with footage of flying and pilots using the watch. An emotional chord is struck; he sees the watch as a reflection of the image he wants to project of himself — watch sold.

While it’s true a picture is worth a thousand words, video multiplies that by a factor of ten or more. Studies have shown shoppers are up to 85 percent more likely to convert after seeing a video of a product in which they have an interest.

stats for selling with video

Said succinctly, video sells. When you’re researching how to set up an ecommerce site, make sure you include video on your list of must haves. Now, with that said, the tool must be employed optimally.

Here are some of the best practices for video in ecommerce:

Embed video clips. Rather than merely providing a link to a YouTube video, embed the video directly into your product pages. This keeps the user in your site, eliminates the likelihood they’ll be distracted by an ad on YouTube and helps your SEO rankings.

Strategic placement. Make sure each landing page on your site features video. Studies have shown landing page videos tend to increase conversion by 80 percent or more.

Show the product in use. Rather than expecting people to already have an idea of how to employ the product, let them see it in action. This makes it easier for them to see themselves using it, creates an emotional attachment to the product and keeps them on your site longer.

KISS — Keep It Short and Sweet. A maximum of 1.5 minutes is about all the time a user is going to patiently give you when they’re shopping, so get straight to the point. You’ll garner extra credit if you make it engaging in an interesting or humorous manner. If you can get an emotional response, you’re halfway home.

Testimonials are good for overcoming doubts, but they must ring of authenticity. Rather than polished actors, find real people who have used the product and love it. A good way to do this is to offer a discount or a free gift to users who submit short videos detailing why they like your product.

Ensure customer satisfaction. If your product is somewhat complicated, tutorial videos detailing the usage of key features give your customers the sense you care about them and you want to make sure they’re using the product to its fullest potential. Tutorials also reduce returns.

An indispensable tool for the ecommerce entrepreneur, video sells when properly employed. Following these best practices for video in ecommerce will increase your conversion rate, build customer loyalty, help to ensure customer satisfaction and make your site rank better with search engines.

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About The Author
Harry Carver
Harry Carver is our resident super gamer, staying up for days on end if he finds the right game (currently FarCry 4 on PS4). He enjoys his games best via his PC or Playstation. He also helps with website development at TheHighTechSociety. He has a dislike for social media, but you can find him on Linkedin should you want to know more.

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