How an online store uses video to increase sales
The use of video content in online stores is gaining popularity every year, and this is not surprising. Buyers can not evaluate all the quality of the product based on photos only, so video comes to the rescue. In addition, using the video, you can quickly and easily tell about the store and its features.
In the Convead service , we analyze quite a lot of online stores and notice that the conversion of sites that use videos is higher than in those with no video. Of course, many factors affect conversion, but research shows that product rolls help customers decide on a product and make a purchase decision.
So, according to a ReelSeo study, 73% of buyers are more likely to make a purchase after watching a video. In addition, 96% of customers say that the video helped them make the final purchase decision.
But the benefits that video can bring are not only sales. Here are some other factors that are affected by the videos:
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Video is a great way to engage buyers in the buying process. Now let's see what types of videos exist and what tasks they perform.
So, here are some video formats that online stores can use:
Zappos online store says that adding a video to the product page increases the conversion from 6 to 10%. Although the videos are only 10 seconds long, during this time one can understand how clothes or shoes “sit” on a person.
Walmart uses video to talk about the benefits and details of the product. They also add videos to the Youtube channel to increase coverage. For example, this video has collected 13 thousand views:
And here is another example of a video with a story about a product in the Bag & Wallet online store:
This is a great example of the fact that video marketing is available even for small online stores. All you need is a video camera and time to make a video with reviews of your product.
It is also noteworthy that in Bag & Wallet video content is created not only by the store itself, but also by customers. Here is an example of such a video.
A video about the company will help site visitors to understand what shop it has entered and learn about its approach to work.
Headict is an online headwear store that uses videos on the main page of the site to talk about your store and increase brand loyalty.
If you sell one product or it is new and difficult to understand, videos can help explain what it is intended for and how it can be useful.
For example, www.poopourri.com uses video to promote toilet sprays, and video helps explain the benefits of a product and how it works. Let's face it, it's not so easy to tell about this product, but the creators of Poopourri got out of the situation with the help of very funny videos that have gathered unprecedented popularity.
Video for the year gained 30,576,188 views, and thematic Christmas video for the month was watched by 11,073,069 people.
Reviews on the site in the form of text are certainly good, but the video clips with customers cause more confidence in the online store.
Online store www.cifrus.ru as reviews uses video with customers who come to the store:
The same is the online store video-shoper.ru :
Retailers can create not only their video reviews of goods, but also use video from manufacturers or amateur reviews. For example, M.Video does this:
and online store Svyaznoy :
In addition, for popular gadgets, cosmetics, games, you can use videos that are created by bloggers, communities or manufacturers. So, the online store of board games Tango and Cash comes in, using video reviews of the official site of the game manufacturer and communities:
This is especially true for those online stores that sell foreign goods, since video reviews can already be created for them, you just need to find them.
With the help of the video, you can tell about the company, its approach and inspire confidence with the site or online store, especially if the owner or manager himself tells about it.
Here is an example of such an appeal in the online store video-shoper.ru:
The creation of such content does not require much time, but it is important that it is honest and not advertising and of high quality.
Video instructions or product presentations can be used for product stories. For example, video reviews of games from the online store Mosigra :
Apart from the fact that the video describes how to play, it allows you to increase loyalty to the online store, since all the videos are made with high quality and with humor, which certainly causes the trust of customers.
So, if you decide that you want to use the video on your website, here are some more tips:
Surely one of the video usage options described above is suitable for your online store, so try and evaluate the effectiveness.
In the Convead service , we analyze quite a lot of online stores and notice that the conversion of sites that use videos is higher than in those with no video. Of course, many factors affect conversion, but research shows that product rolls help customers decide on a product and make a purchase decision.
So, according to a ReelSeo study, 73% of buyers are more likely to make a purchase after watching a video. In addition, 96% of customers say that the video helped them make the final purchase decision.
But the benefits that video can bring are not only sales. Here are some other factors that are affected by the videos:
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- increase the time spent on the site;
- increase conversion;
- increase in average check;
- Improving site seo optimization.
Video is a great way to engage buyers in the buying process. Now let's see what types of videos exist and what tasks they perform.
So, here are some video formats that online stores can use:
- product demonstration;
- product story;
- corporate videos;
- product presentation;
- reviews video;
- promotional videos;
- video from the owner or manager;
- video instructions.
Product demonstration
Zappos online store says that adding a video to the product page increases the conversion from 6 to 10%. Although the videos are only 10 seconds long, during this time one can understand how clothes or shoes “sit” on a person.
Product Story
Walmart uses video to talk about the benefits and details of the product. They also add videos to the Youtube channel to increase coverage. For example, this video has collected 13 thousand views:
And here is another example of a video with a story about a product in the Bag & Wallet online store:
This is a great example of the fact that video marketing is available even for small online stores. All you need is a video camera and time to make a video with reviews of your product.
It is also noteworthy that in Bag & Wallet video content is created not only by the store itself, but also by customers. Here is an example of such a video.
Corporate video
A video about the company will help site visitors to understand what shop it has entered and learn about its approach to work.
Headict is an online headwear store that uses videos on the main page of the site to talk about your store and increase brand loyalty.
Product presentation
If you sell one product or it is new and difficult to understand, videos can help explain what it is intended for and how it can be useful.
For example, www.poopourri.com uses video to promote toilet sprays, and video helps explain the benefits of a product and how it works. Let's face it, it's not so easy to tell about this product, but the creators of Poopourri got out of the situation with the help of very funny videos that have gathered unprecedented popularity.
Video for the year gained 30,576,188 views, and thematic Christmas video for the month was watched by 11,073,069 people.
Reviews video
Reviews on the site in the form of text are certainly good, but the video clips with customers cause more confidence in the online store.
Online store www.cifrus.ru as reviews uses video with customers who come to the store:
The same is the online store video-shoper.ru :
Commercials
Retailers can create not only their video reviews of goods, but also use video from manufacturers or amateur reviews. For example, M.Video does this:
and online store Svyaznoy :
In addition, for popular gadgets, cosmetics, games, you can use videos that are created by bloggers, communities or manufacturers. So, the online store of board games Tango and Cash comes in, using video reviews of the official site of the game manufacturer and communities:
This is especially true for those online stores that sell foreign goods, since video reviews can already be created for them, you just need to find them.
Company Story
With the help of the video, you can tell about the company, its approach and inspire confidence with the site or online store, especially if the owner or manager himself tells about it.
Here is an example of such an appeal in the online store video-shoper.ru:
The creation of such content does not require much time, but it is important that it is honest and not advertising and of high quality.
Video instructions
Video instructions or product presentations can be used for product stories. For example, video reviews of games from the online store Mosigra :
Apart from the fact that the video describes how to play, it allows you to increase loyalty to the online store, since all the videos are made with high quality and with humor, which certainly causes the trust of customers.
So, if you decide that you want to use the video on your website, here are some more tips:
- Use videos about products from manufacturers. If they are in a foreign language, then you can subtitle or translate videos, but this will require translation and editing work;
- Offer customers to make a video review of the product. Now every person has a smartphone, and lovers of recording videos will be happy to leave feedback about the product and get into your online store.
- If you are not sure that the videos will increase the conversion in your online store, then make a couple of videos and evaluate how this will affect the sales of these products. Also, you can understand what time and money resources requires the creation of one video.
- In order to increase the number of views of your videos, place them on sites such as youtube or vimeo.
Surely one of the video usage options described above is suitable for your online store, so try and evaluate the effectiveness.
Source: https://habr.com/ru/post/246735/
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