eCommerce is constantly evolving, with more and more forms of buying becoming available for the everyday internet user. So how can brands differentiate themselves in a medium where customer attention span has become the main currency?
To transform the buying experience, visual content plays a decisive part in the eCommerce experience. As customers don’t get the chance to examine the product hands-on, visual content plays a vital role in the eCommerce experience. As a result, many brands have started adding more videos to their eCommerce strategy.
Video helps build a positive first impression and allows customers to imagine how the product will fit into their life. They better understand how the product looks and feels even before purchasing it.
If you don’t believe us, the data speaks for itself. Studies show that as many as 73% of customers are more inclined to buy after seeing a video about a product, and 71% of customers agree that eCommerce product videos give them a positive first impression of a brand.
Still not convinced whether you should add eCommerce product video to your strategy? Read further to discover how product video can increase sales.
One of the biggest concerns regarding online shopping is whether the quality of the product will be up to the expectations. For example, some clothing fabrics move and look a certain way, and some items might look bigger or smaller than in product photography.
Product video helps diminish their doubt and build trust regarding the quality of the product. This means your potential customers will be more comfortable with purchasing after seeing a video explaining how the product works or how it looks from more angles.
In addition, professional product video and video editing assure viewers that your brand is well-established and legitimate.
Product videos and video editing have become very popular on social media in the past few years - from Instagram reels to Tiktok; video has expanded the list of opportunities for eCommerce businesses.
While product photography is limited in how long it can hold the customer’s attention, video enables your brand to capture the viewer’s attention for longer. Longer time means an extended chance to sell your pitch, explain what impact your product can have on their life, or tell the story of what makes your brand unique.
Product videos also help undoubtedly provide information and create user engagement.
You want Google to be your best friend, right? If you're going to grow your ranking, you should know Google tried to display videos for most searches. Embed videos into your website (SEO-optimized titles and descriptions) will increase your chances of being featured in Google’s Video or “All results” section.
Videos increase your organic search results, and by creating consistent product videos, you can boost brand awareness, click-through, on-page engagement, and organic ranking.
Product videos help reduce return rates.
As you already know, the most significant barrier to making an online purchase is the risk associated with not being happy and having to return the product. Even if you should offer your customers an easy option to return unwanted products, it doesn’t mean you want to have a high return rate. Using product videos, explainer videos, and tutorials on your product is a great way to set correct expectations for your product.
Through product videos and quality video editing, customers get the chance to notice if something is not to their liking about the product and lessen return rates. So even if your overall scope is to encourage people to buy, you might also want to filter buyers looking for something else.
Ultimately, being transparent about your product will build trust in your customers and save you money.
Adding videos to your eCommerce can boost your business by building trust, removing barriers, increasing awareness and engagement, increasing organic traffic, and reducing return rates. In addition, creating product videos is a compelling way to lead a customer from awareness to purchase, so it’s an investment worth making if you are serious about driving sales online.
Want to learn about the best types of video that drive sales to eCommerce businesses? Check out this article.
Want to be sure about your investments in product videos? Our team can offer consultancy and expertise to make the best decisions regarding product video, product photography, image editing, and photoshopping.