Video marketing is no longer the upcoming trend; it’s here, it’s now, and it’s having a massive impact on businesses success. According to HubSpot’s, The State of Video Marketing 2017 report, 97% of businesses said that video helped them increase their users’ understanding of their product or service and 81% linked it to a direct increase in sales.
In a Wyzowl report, 84% of customers have said that they have bought something after watching a video. These numbers suggest that video is a strong and direct driving force when it comes to converting browsers into paying customers.
So why does video have such a strong impact, and how can you make the most of it to drive more product conversions?
Why use video?
There’s plenty of evidence to suggest that if a consumer sees a video of how a product works, they’re more likely to convert. In fact, even just the option to watch a video is enough to increase conversion, whether or not they actually watch the video.
But, why are videos so compelling? Firstly, let’s think about what a great product page looks like. It should have a clear CTA, trust signals, inviting visuals, creative info, and a sense of urgency. Videos tick all these boxes in one go.
Think about when you last made a big purchase. Was it enough for you just to read the text about the product or did you need further convincing with a few images or even better, an instruction video? HubSpot goes so far as to say that 79% of people would prefer to watch a video about a product than to read about it in text copy.
Videos encourage trust
Buying online takes a certain leap of faith. You can’t touch your product, look at it from all angles, hear what it sounds like etc, but a video provides you the next best thing. A study by Invodo showed that online products that included a video made shoppers 52% more confident in the product.
More than this, putting up a video of your product demonstrates to your users that you are confident enough to display it warts and all on film. It also shows that you are a serious brand that invests in their website, which says something about your reliability as a company.
Videos help your SEO
Search engines love visuals and reward good video content. According to Buffer, a video sees an increase of 157% in organic search, compared to those without. So, whilst your product pages see a greater conversion rate, they’re also being found in search to begin with.
Videos help spread your brand
There’s nothing more shareable online than an image or a video. If your product has an accompanying video, then the chances of it being shared over social media is far greater than if you provided just a text description.
Videos increase user engagement
Simply by watching your video, your visitors are staying longer on your product pages. Wistia suggests that people stay on average 2.6x longer on a page if it has a video on it. This not only improves your SEO but also increases the chance of users making a conversion.
How to use video to boost conversions
This starts with taking some baseline metrics on how well your product pages are converting before you introduce video. Firstly, set up goals in your analytics to ensure that you are capturing data on the number of people who make a purchase from your product pages. Let this run for a period of time and take a snapshot of your conversions.
As you begin to add video, add tracking to those videos and see how they are also converting customers. This simple comparison will give you an idea as to how well your videos are improving your conversions.
For more on setting up tracking on your site, read Moz’s guide here.
Your video content
This goes back to your brand, and what kind of image you want to present, but your video should try and tell a story, and provide simple yet accurate information about your product. Some types of product videos are:
- Product demos – These show the product in detail and how it operates from all angles, focussing primarily on the visual aspect of the product.
- Testimonials/reviews – These employ loyal customers explaining why they love this product so much. The power of video coupled with the potency of a review is a win-win.
- How-tos: These demonstrate how the product works, which is as useful after sales as before.
Try to provide the kind of information your (most sceptical) buyers are interested in finding out. For example:
- What science/data backs up your product?
- How does your product work?
- Who’s endorsing your product?
- What guarantees/warranties does your product have?
- Why will this product make their lives better?
Filming the content
This doesn’t have to be hi-tech. You can present a decent video shot entirely on your phone, so long as the content, lighting and sound is right. That said, if you cannot create a good quality video, then it might have a detrimental effect on your product. The key here is to keep monitoring conversions, and tweak your strategy until it works.
If you’re not confident in producing your videos yourself, and have a bit of budget, there are also ways of outsourcing your video content creation. Companies like Treepodia create your video content for you, and even help you track conversions.
Consider your voice over track
Think about how you’re going to narrate your product demo or how-to. HubSpot suggests that people are 83% more convinced by a more informal style than the traditional formal “radio voice”.
Pay attention to video length
Consumers are notoriously impatient online, and so a video over two minutes is an absolute no-go. If possible aim for 30 seconds, keeping the most salient information at the beginning to capture people’s attention before they click away.
If your videos need to be longer, then why not consider splitting them up and making two or three shorter videos?
Embed rather than link
According to Treepodia, a simple link to a video will see an 5-15% watch rate, yet an embedded thumbnail will see this increase to 10-35%.
A thumbnail is the shopfront of your video and needs to attract people to want to watch it. It needs to be high resolution and demonstrate what the video is about. An overlay call-to-action to encourage people to play it is worth doing.
Don’t forget, it might appear in search results too, so even more important to make it look its best.
Placement on the page
It’s important to pay some attention to where you place your video on the product. As a rule of thumb, above the fold is best. It’s also worth considering the flow of information. For example, if your video needs some introduction, make sure this copy comes above the video. Also consider where the CTA of “buy now” or “add to basket” is in relation to the video. Ideally it should be just to the right, so they don’t need to scroll to search around to make a purchase.
Auto play vs manual play
It’s a matter of taste, but most people find auto play videos disruptive and intrusive, and tend to click away to stop the video running. However, it’s worth testing this to see which converts better among your audience.
The whole purpose of your video is to encourage people to buy your product, so a CTA is a crucial element. A short CTA reading “Add to basket” or “Click to buy”, will improve your chances of getting the all-important conversion.
However, given that no video has a 100% retention rate, a number of CTAs at different points in your video will help to catch most of your viewers at some point.
Use cross-channel integrations
As with all marketing efforts, they work best when used as part of a multi-platform strategy. Make sure you share your product videos over social media, adding social buttons on your product pages too. Make sure your video is optimised for SEO, with titles and tags that include your keywords. Don’t forget to use your videos as part of your email campaigns.
Video is an increasingly powerful tool, and when used to showcase or explain your products can have a compelling impact on your conversions. A quality video gives your customers a chance to engage in your products before they buy and demonstrates your reliability as a brand.
The best videos are those that are simple, short and informal, yet still manage to answer even the most sceptical of enquiries.
But the key to video is to get creative, have fun, and don’t forget to keep monitoring your results!