Should You Use Video for Your eCommerce Pages?

You have probably heard the old saying, a picture is worth a thousand words. Moreover, it is true that images on eCommerce pages can be worth a lot more to customers than paragraphs of well-written prose regarding a product. How many words is a product video worth?

Video content is the reason why we spend so much of our time online. Between Facebook, Instagram, YouTube, and streaming services, we are watching billions of hours of video each day. It is why video marketing has become such a powerful force for companies.

However, many eCommerce site owners are still unsure about whether to create eCommerce video for product pages. Here are a few reasons why it is the right idea.

1. Increasing Conversions

What is the goal of a product page? To inform the customer about the product and get them to convert their visit into a purchase. Videos are a great way to achieve that goal.

Per Kissmetrics, site visitors who watch a video are 85 percent more likely to end up purchasing the product they watched a video about. An unnamed online retailer said their conversion rate went up nearly 150 percent when they added product videos to eCommerce pages.

2. Search Engine Optimization

According to SearchMetrics, more people go on Google and other search engines to find video content – compared to text or photos. The same company says that people are more likely to spend more time on a site that has video content.

Google also gives greater weight in its algorithm to sites that have video. And given more than 90 percent of online experiences begin when someone enters a keyword into a search engine, eCommerce site owners will benefit from the improved SEO for his or her site and individual product pages.

3. Leveraging Social Media

The beauty of creating a video for products is that you can use them for more than one purpose. Not only can the video go on the product page, but it can also be used on various social media platforms.

A product video posted to platforms such as Facebook, Instagram and Twitter would help to generate interest about that product. Customers will see videos about the product on their feed, which gets them excited for the moment it goes on sale.

Two Useful Types of Product Videos

There are two approaches a company can take with product videos. The first is to create a simple product tour video. Such a video is focused on the features and benefits of the product while providing close up looks at the item from different angles.

The video length can vary, depending on what you want to achieve. Not every video needs to be five or ten minutes long. Even a one-or two-minute product tour video can be very informative.

Another type of video that is useful is the product unboxing video. You will often see such videos from influencers on YouTube and Instagram. Companies can create their unboxing video, showing precisely what buyers would get in the box.

Video is the present and future of online content consumption. By adding product videos to eCommerce pages, companies can improve conversions, boost SEO and leverage social media to their benefit.

John Foundas is a multiple Emmy and Telly award-winning Director of Photography, Producer, and Editor in Washington DC. He is currently the Executive Producer and CEO of Foundation Digital Media. For Inquiries: [email protected]