A few days ago, somewhere on the web, I noticed that in 2019, 80% of global data traffic would be linked to a video. This statistic alone gives us the format that will be popular (and it already is when we see the marketing budgets sent in advertising videos ) by Internet users in the future. I have read many articles and expert reviews on using video in e-commerce strategy, and I have rarely found factual information on adapting video marketing to an e-strategy. So, I decided to take a close look at it and give you an overview of my thoughts.
Why integrate video marketing on an e-commerce site?
Let’s already look at the advantages that video marketing can provide on an e-commerce site. The popcorn video site published an article gathering more than 100 statistics on video marketing from various qualified sources. Here are the ones that stand out the most when it comes to the use of video in e-commerce :
96% of consumers agree that seeing a video about a product is helpful in the purchasing decision process.
73% of visitors are more likely to buy a product on an e-commerce site after watching a video
Shoppers who watch battery videos on a sales page for this product are 144% more likely to add this item to their cart than other shoppers.
Using explainer videos on your product pages increases sales, according to Zappos, between 6% and 30%.
58% of consumers believe that companies that put videos on their sites are more reliable
I don’t know about you, but just these stats were enough to convince me that there was a real challenge for sites to adopt video in an e-commerce strategy.
How to use video on an e-commerce site (on-site)
I managed to convince you (or you already were) to use video in the marketing spectrum of your e-commerce site. But how to use video marketing in practice? How to use video to sell more? Here are some ideas that might help you see things more clearly.
Simple presentation of the technical characteristics
The most basic and most effective use is the product features presentation video. This is what most e-commerce sites do that have already integrated video presentations of their products. The objective is simple: to allow the Internet user to get an accurate idea of the product.
For this case, you can take all the product visuals (photos) and assemble them to make a video. There are many tutorials on the net to help you create a video from images, and it’s often free. To enhance this video and make it more attractive, you can also add oral content in the form of a “voice over” which will present the product’s technical characteristics in more detail.
Put the product in place
Another idea for using video marketing to sell more is to create a video that puts the product in a situation. This type of video is generally very successful because it allows the Internet user to realize the benefits that the product will bring him fully.
The Teleshopping site has also understood this very well because all the products that are sold on it benefit from a situational video.
Explain the assembly of the product
Another idea for using video marketing on an e-commerce site: the product assembly explanation video.
These videos are generally exciting for somewhat complex products that the Internet user will have to assemble by himself: furniture, electronic devices, etc.
Ikea, for example, has produced a video to help its buyers assemble the best-selling sofa in its range, the NORSBORG. This video was featured via a blog post.
This is not enough, in my opinion: displaying the assembly video of a product directly on the product page reassures the Internet user that he will not be powerless to assemble it once it has been received, as the Probike site already does this: And a reassured Internet user is very likely to be tempted. Think about it!
Customer testimonials
The last idea for using video to sell more: is customer testimonials. It’s no longer a secret, 7 out of 10 Internet users read customer reviews before deciding on a purchase. Currently, most e-commerce sites offer a section on their product sheets dedicated to customer comments, but simply with a text format. Why not adopt this strategy to make videos of customer testimonials?
The difficulty for this type of video is to manage to recover customer testimonials that are usable in terms of their quality. But let’s face the facts, a video of several customers who explain, in their own words, in a minute, why they chose this product and the feedback they get from it, it’s ultra-powerful in terms of transformation.
The authentic the key to success
The key is authenticity: forget the videos shot in a studio, which will look fake. Keep the authenticity of the videos sent by your customers, but simply rework the frame of these to make them easily identifiable and in the color of your site.
Video marketing in a traffic acquisition strategy
Beyond the simple on-site aspects, video can be used in all digital marketing campaigns for an e-commerce site. Whether on an email, on social networks, a comparator, or simply in SEO, video is the content format that promotes the engagement rate of Internet users.
Video email with a fake player generates 50% more clicks
The most concrete example comes from Benoît Méli, Head of the data-journalism division of CCM Benchmark, who indicated in his article on the JDN dated (already) 2010 that an email with a fake video player (i.e., a screenshot of the video) generated 50% more clicks. Suppose the reactivity rate of an email (proportion of Internet users who click on the email among the openers of this one) increases by more than 50%. In that case, it is all the potential profitability of the campaign emailing that increases.
Video, an accelerator for comparators
In addition, a sales representative from a famous professional training comparator told me recently that a training sheet including a video presentation of the training generated many quote requests of more than 45% compared to the sheets—simple training (therefore without video).
In addition to being acclaimed by Internet users, this format is also favored by the sites on which you are used to buying an audience.
Video, a powerful tool for SEO
But the video also has an advantage related to natural referencing. Indeed, beyond having increased visibility in search engine results, a product sheet displays a video presentation of the product and benefits from an exciting advantage linked to net linking. The creation of external links.
Video marketing in e-commerce is today’s challenge!
There are still many uses of video for an e-commerce site. Don’t hesitate any longer. Video marketing is your ally! So yes, it will create new issues for you and your site to manage, but I’m sure you’ll get more out of it than it costs.
Your opinion interests me
And do you plan to use video on your e-commerce site? If so, what use will you prefer? Do you know of any e-commerce sites already using video marketing effectively? If you have other solutions that have worked for you or other ideas for video marketing, please share and discuss them in the comments!
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