Video content marketing for eCommerce is a powerful tool that can help businesses increase their conversion rates. By incorporating video into the customer journey, businesses can effectively capture the attention of their target audience and convey their message in a way that is both engaging and informative.
For example, video can be used to demonstrate the features and benefits of a product, showcase customer testimonials, or provide a virtual tour of a store or facility. This helps to build trust and credibility with potential customers, which can ultimately lead to increased conversions.
Additionally, video content is easily shareable and can be used to drive traffic to a website or social media channels. This helps to increase brand awareness and reach a larger audience. Moreover, video content can also be used to create personalized experiences for customers by providing product recommendations or personalized discounts based on browsing history.
The Digital Customer Journey
Video marketing isn’t just for promoting your brand. It can also be used to boost your eCommerce conversion rates. In fact, video marketing has been shown to increase conversion rates by up to 80%!
Research shows that users prefer watching a product video over reading a description or browsing pictures. Online shoppers are increasingly using video content as a source of information before making a purchase decision, and the number of e-commerce sites using video on their home page has grown by 58% over the past two years.
Video provides an opportunity for businesses to differentiate their brand and engage with their audience in a new way. By integrating video into your marketing strategy, you can increase customer engagement, improve brand awareness and loyalty, increase sales conversions and ensure that visitors find your site relevant and useful when they make purchasing decisions.
Research shows that businesses are 53 times more likely to appear on the first page if they use video, and it leads to a 157% increase in organic traffic. Google's algorithm rewards pages that have a mix of media, including video, text, and static images, which can increase time spent on the page, a metric that is considered in the algorithm.
How Do Videos Increase eCommerce Conversion Rate?
According to Comscore, users who view video content spend two minutes longer on a page than those who don't. That means that once a user has landed on your website, you can expect them to stay longer if you include video content. That's some serious time!
And in addition to lengthening their stay on your site, including video also drives up metrics across the site—conversions are increased by at least 80% (Insivia) when you include product videos on landing pages, and customers are 64-85% more likely to purchase after watching a product video on your PDPs (that range represents differences based on customer age).
Video can help customers better understand and engage with your product in a digital environment. Retailers like Zappos and Bandier use videos effectively by showcasing product features and giving viewers a detailed look at their products. This creates a more dynamic and human-like online shopping experience and increases conversion rates. Additionally, videos can also help to compensate for the lack of physical interaction by providing a 360-degree tour of the products.
Video can be used to increase the lifetime value of a customer by driving repeat purchases after the initial purchase. Utilizing video in email marketing campaigns can help maintain a connection with customers and drive them back to your website. Research has shown that including "video" in the subject line of an email can result in a 96% increase in click-through rate.
This is an effective way of maintaining engagement with consumers who are already familiar with your brand and its offerings. You can also use videos on social media platforms like Facebook and Instagram to promote sales and discounts.
eCommerce Video: Final Thoughts
Video marketing is becoming more and more important in eCommerce. You can find that many businesses avail of commercial video production services to assist them in making quality marketing videos.
In fact, video marketing has become so important that eCommerce companies are posting more than three times as many videos as two years ago.
With a lot of physical stores closed, people have been forced to shop online, and this has resulted in a huge surge in eCommerce. Additionally, many major retailers have reported financial struggles due to the pandemic which is likely to drive more consumers to shop online. As a result, it is almost guaranteed that eCommerce will continue to grow at an even faster pace in the coming years.
So what does that mean for you? It means if you want your business to succeed, you need to start incorporating video into your marketing strategy ASAP. Leaning on a corporate video production company is also a smart way to boost your marketing strategy.