Using Website Videos to Sell Products

by Claudia Bruemmer

Demonstrating your products with video can boost online sales. It’s fun, entertaining and accessible for viewers and merchants alike. Videos are a big aid to making purchasing decisions, and they can be fairly easy to create. As a result, many web merchants are making product videos to increase conversions. Video can also give your site more visibility in search results. However, some online videos leave a lot to be desired. Below are some tips for making effective product videos.

As with all marketing tactics, there is no guarantee your videos will increase sales, but you can increase the probability of driving more sales by following the tried and true rules below.

Feature Your Top Selling Products. If you don’t know where to start, you can use the “80-20” rule, which says most of your sales will come from your top-selling items. Therefore, to get the most from your video efforts, start with a video of these products on the product page. Most online merchants have hundreds of items in their catalog; therefore, choosing your most popular items to feature in video is a good way to start.

Make Product Videos Short. Long videos do not increase sales because most shoppers have short attention spans, so you want to keep your videos short and sweet. Short videos also help you keep your production time and costs down. It’s wise to keep your product videos down to less than one minute. If you have complex or pricey products, you can extend that about 50 percent; however, don’t go beyond 90 seconds because the vast majority of viewers will ignore anything longer.

Test Your Videos. You must conduct A/B tests to determine which videos perform better for different types of products and different audiences. You won’t know what type of video performs best for your products and client base until you test several versions. To do this, create and upload a few versions of a product video for a limited group in your catalog and monitor performance in terms of conversions and purchase behavior. Then determine which version gave you the best results.

Use Captions in Your Videos. Captions within a video have a tremendous effect on click-through rates and conversions. Research has shown that when two videos are the same except for captioning in one and not the other; there is an 8.3 percent difference in their conversion rates favoring the captioned version.

Add User Reviews to Your Videos. User reviews and testimonials are quite common in ecommerce, and they add trust because shoppers tend to trust ratings and recommendations from their peers. You can increase trust and get more conversions by adding existing user reviews to your videos.

Add Your Videos to Site Search. Research shows that users searching your site are two to three times more likely to make a purchase than users who are merely browsing. That’s because searchers have clear user intent; whereas browsing visitors are likely to be casual traffic. Therefore, you can use video to capitalize on the quality traffic using site search by indicating the availability of videos within every item’s search results. When you indicate an item has a video, this increases the likelihood the visitor will click to view and then buy it.

Use Your Videos in All Online Marketing Efforts. You can get the most out of your videos by linking to them from your email marketing campaigns, uploading them to your social media profiles, and optimizing them with tags and deep backlinks to boost your SEO efforts.

Beat the Competition for the Holidays. Adding videos to your site not only helps improve sales, it creates a better user experience for your customers. With the holidays coming up, now is the time to add a few select videos to help drive your holiday promotions. Video can grab traffic away from your competitors, improve your site’s stickiness and give you a great way to capture more sales during the holiday season.

Author:  Claudia Bruemmer

Claudia Bruemmer is a contributor to the TopTenWholesale Newsroom. Experience includes: Copy Editor SearchEngineLand (2012-present), Managing Editor ClickZ (1998-2001), Editor SearchEngineWatch (2007-2008) and freelance writer/editor since 2001 for SEMPO, ImediaConnection, SearchMarketingStandard, SearchEngineGuide, BruceClay and other sites. Prior to online work, Bruemmer was a Tech Writer for many years.

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