How to Use Video to Increase Your eCommerce Conversion Rate
Before a customer buys a product online, they want to know everything about it. In fact, they want to see the products or services in use.
After all, seeing is believing.
Sure, photos are great to give consumers an idea of what your product looks like. But some details are better explained via a video. Nothing works like an engaging video to showcase your product and tell your prospects why it is so great.
For instance, photos of a bag can showcase what it looks like.
But on video, you can see how many things it can hold, how many different pockets it has on the inside, and so on.
With video marketing, you can also boost your sales. In fact, over 60% of shoppers said that online videos inspired them to make a purchase.
If you run an ecommerce store and are looking for strategies to get ahead of your competitors, you’ve got to take note of the video marketing trend. It can be a boon to accelerate your business growth.
In this post, let’s take a look at how you can leverage videos for ecommerce marketing.
How Ecommerce Marketers Can Leverage Video Marketing
When it comes to leveraging videos for ecommerce marketing, the first thing you need to know is what kind of videos you want to produce.
Let’s take a look at some different types of videos you can create to market your online products:
1. Tutorial Videos
You can give users a demo of your product and explain each feature in detail via videos. Tutorial videos can be a great way to familiarize people with your products.
You get the opportunity to show your target audience the value your product offers and why they should buy it.
Take, for instance outdoor grill company, Weber’s YouTube videos. When they launched their new SmokeFire grill, they released a series of videos explaining to users how to start their grill, clean it, and maintain it well.
When people buy products, they want to make sure that they’re investing their money in a trustworthy brand. When you have a familiar face or an influencer is endorsing your brand, it can help win their trust.
Great storytelling can move people and bring out emotions in them.
Story-based videos can be a powerful tool to showcase your brand values and appeal to your audience. These kinds of videos are not about directly selling your product but capturing a lifestyle or a feeling.
For instance, a German supermarket corporation, Edeka, came out with an emotional ad to convey the spirit of Christmas.
In the ad, an elderly father is very disappointed when his children convey the message that they won’t be able to come home for Christmas.
In the next scene, the children are seen rushing back home when they receive his funeral invitation. However, they reach home to find out that their father is still alive. He tells them, “How else would I have been able to get you all together?”
The ad ends with everyone spending time together at the dinner table and enjoying themselves. Without selling their products or brand, Edeka manages to establish an emotional connection with the audience with this ad.
5. Explainer Videos
If you have a new service or product, explainer videos can help communicate the core concept well. For instance, Microsoft uses an explainer video with infographics to explain how their Azure Cloud solution works.
Before you start making your video, ask yourself what the true purpose of creating it is. If you are clear about your key performance indicators (KPIs) from the onset, it will help you determine the kind of video you want to make. In addition to this, it will also help you measure the effectiveness of your videos.
For instance, it’s better to make an influencer ad to drive sales or make your video viral. On the other hand, an explainer ad might be more suited to drive brand awareness.
2. Highlight Your USP
Regardless of the type of video you’re creating, make it a point to highlight your USP.
After watching the video, users should know the benefits of using your product and why your product is better than those of your competitors.
3. Write a Concise Video Script
Your video script should communicate the idea for your ad in a concise manner. Typically, you have 60-90 seconds to capture your audience’s attention. So, trim out any bits that are repetitive or uninteresting.
4. Include an Effective Call-to-Action (CTA)
After viewers have seen your video, what is the next course of action that you want them to take?
Visiting your website, subscribing to your content, or buying your product — whatever it is, communicate it clearly.
It may seem obvious, but if your ecommerce videos don’t have a CTA, you might not get drive engagement or sales.
Ready to Create Videos to Promote Your Ecommerce Business?
Videos are a dynamic medium. They allow you to see a product in action and even view it from different angles.
What’s more, you can get a feel of the product along with all the details before you buy it. If you are an ecommerce marketer, you need to leverage video marketing. Use the tips mentioned above to create interesting content to promote your ecommerce business.
Do you have any questions regarding ecommerce video marketing? Please feel free to ask them in the comments section below.
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