Wondering why videos help eCommerce? This blog post is going to breakdown exactly why video is such a useful tool for eCommerce.
Firstly showing some statistics to backup it’s effect. Then explaining why. Then finally telling you the secrets as to what you need to do to make it work for you.
Video eCommerce Statistics
Before I explain the reasons behind WHY video is good for eCommerce. Here are some data driven statistics which prove video is a great tool.
- 59% of executives say they would rather watch a video than read text. (Wordstream)
- Viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in text. (Insivia)
- 72% of customers would rather learn about a product or service by way of video. (HubSpot)
- A website is 53 times more likely to reach the front page of Google if it includes video. (Insivia)
- Including a video on your landing page can boost your conversion rate by up to 80%. (Unbounce)
- Nearly 50% of internet users look for videos related to a product or service before visiting a store. (Hubspot)
- 97% of marketers say video has helped users gain a better understanding of their products and services. (Hubspot)
These statistics are from the 2020 Video Marketing Statistics Report.
Why Does Video Do This To eCommerce?
So why does video have this effect? It’s actually quite simple. The reasons are as follows:
- Video is very easy to consume. A viewer has to sit back and take it in (compared to reading which takes an active element). Minimal effort is required. It’s human nature to take the path of least resistance and video is that path.
- Video is the fastest way to inform. Someone who is well informed is more likely to buy your product.
- Video is the fastest way to build confidence in your product or service. Confidence is the key factor to someone committing to an interaction with you.
- It allows you to deliver a consistent message over time.
- It is automated. This is one of the core reasons video is so successful. Think of a good video like a salesperson who is constantly delivering a refined sales pitch to potential customers.
How Can I Make eCommerce Video Work For Me?
Here’s the catch. You can’t just ‘do’ a video and see all the results I’ve listed above. Just as with a great website (just like you’d get from LittleBigBox!). It needs to be done professionally and properly.
What makes a video work then?
- It needs structure. The basic formula for a video to help you make more sales is:
- Introduce – Who are you / what is the product
- Inform – Explain what issue it is your product resolves
- Unique – Why is your product different to your competitors? Why choose you?
- Build Confidence – Testimonials, previous work. Build trust and confidence with your audience
- Call To Action – Give a well defined and simple call to action. One that ties in with your website.
- It needs some production value. The quality of your video is directly linked to the quality of your business in your audience’s eyes. Produce a low production value video on your phone. You’ll just be telling your audience you’re a low quality company. This can potentially make sales worse!
- It needs to talk directly to your audience. Identify your audience and speak to their needs. Talk about them, not about yourself.
These are essentially the principles that work for all types of video. These principles apply to a social post, an eCommerce landing page video, even a TV ad. Hopefully you now fully understand why videos help eCommerce!
If you want a full breakdown of video marketing you can read more in the Ultimate Guide To Video Marketing.
This article was written by John from Vision Productions. We’re a Hampshire based video production company. If you want any help with video just get in contact with us. We also have a free video strategy guide and planning tool available via our website which will help get you started.
We can also provide a free full bespoke audit of your company’s video strategy. We’ll tell you exactly what you’re doing right, wrong, and what you need to do to get more sales with video. To find out if you’re eligible, just contact us via the forms on our website.
