Though online videos have been around for quite some time at this point, it seems like ecommerce businesses have only started incorporating them into their digital marketing strategy within the last few years. Why now?
Well, it’s hard to argue with the research: according to Wyzowl, 86% of marketers have seen an increase in web traffic thanks to video, and 84% of people have been persuaded to purchase a product or service after watching a brand’s video. So, video helps generate web traffic and convinces people to buy things – you’d be hard-pressed to find an ecommerce business that couldn’t benefit from these kinds of results!
If you’re thinking about creating video content for your business and need some ideas, keep reading to learn how brands are using video for ecommerce shopping these days.
Virtual Salespeople
Some people tend to be a bit unsure when shopping online. They often have questions and concerns that they want addressed before committing to a purchase, and if the ecommerce website doesn’t have the answers, they may navigate away to do their research elsewhere. This could result in a lost opportunity to convert a visitor into a paying customer, which of course isn’t ideal.
To deal with this issue, ecommerce websites are creating videos that can act as virtual salespeople. They try to anticipate some of the most frequently asked questions about their product or service, and then have someone answer them in a video that can be shown alongside the listing. This means that most visitors won’t have to leave their website to find the information they’re looking for, thereby increasing the odds that they will make that purchase.
Tutorials
While some customers are happy to have their questions answered by virtual salespeople, others are growing increasingly skeptical about any claims made by brands. They may say that their product or service is supposed to do this or that, but can they really be trusted? How are consumers supposed to know for sure?
One way that ecommerce businesses can help put their customers minds at ease is by creating video tutorials for their website. These step-by-step videos can show consumers that what they’re saying about their products is true, and how exactly they should use them to achieve their desired results. You typically want to set your customers up for success, as this is an important way of building trust with them, and a tutorial video provides the perfect opportunity to do just that.
Testimonials
Some people may not even trust product tutorials if they’re being done by brands. They may think that they’re only featuring professionals using their products, for example, and the average person may not be able to replicate the results. They want to hear from real customers and their experiences to get a better idea of how it works in the real world.
Written testimonials are already a powerful form of social proof that can help draw in customers, as 94% of respondents in one survey claimed that they are more likely to use a business after seeing positive reviews, so why not try it in video form? If visitors can see and hear customer testimonials, they may be able to make even more of a connection with the subject than with text alone.
