A recent survey conducted by Liveclicker, as published in MarketingLand, show that “retailers using product videos report much higher average order value and conversion rates.”
The survey included large retailers Best Buy, Newegg, OnlineShoes and Under Armour.
What does it mean for online business owners?
–It may be time to consider using video as a core part of your marketing strategy.
If you need a little bit more convincing, check out these reasons below.
1. Video can capture the attention of your visitors—when done right.
Like anything else related to marketing, you can’t just add something to your site for the sake of adding it. Each element should serve a purpose relevant to your objectives.
For videos, one of the main things, if not most important things to consider is the length. You have a very brief window to capture their attention—the first 12 seonds, to be exact. In the first few seconds of your video, you have to be able to give them a quick rundown of what they can expect and what they can learn if they finish it.
Here are some tips on how you can maximize your videos—
- Quality is just as important. Don’t assume that just because you have a great 12 second intro, you don’t have to pay attention to the rest of the video. The first few frames are meant to capture their attention, you want to compel them to finish it and it make it worth their while.
- That said, frontload your video with the most important and relevant selling points of your product or service before you delve into the nittygritty. Accept the fact that there will be a large portion of your audience who will not bother finishing it—but that doesn’t matter if you were able to say what you have to say in the beginning anyway.
- On the average, shorter videos work best to deliver information and send your message, but nothing is ever absolute; so be sure to test what works for different audiences.
2. Video can enhance the reach and engagement of your business
Video = content…and we all know how useful relevant and timely content is for improving visibility and engagement among users.
- Videos can be easily posted and reposted on various social media platforms such as YouTube, Facebook, Twitter or LinkedIn.
- The rise of mobile use makes videos a quicker and more accessible way to offer up content to users in easily digestible pieces.
- Creating an entertaining and short video that has the potential to get shared by your users ups your visibility among your target audience.
3. Videos can be used to build trust and rapport with users.
This is especially true for passing online visitors who are new to the brand or product.
Even if your website is peppered with useful information about who you are and what you do and what your product or service can do for them, assume that users won’t bother reading carefully through your About page to learn about it. But a 30 second video on your landing page that summarizes what you have to offer might just do the trick; and, if not convert them, at least compel them to learn more about your business.
Here are a few tips—
- For services, put a face to the name. Use a friendly spokesperson who can be the face of the business to build a sense of trust that can eventually turn into rapport between your brand and your potential customer.
- For products, showcase it prominently in your video and quickly get to the salient points of why it’s worth their money.
- Again, quality is key. Don’t just create a video for the sake having one. Use it to help your leads trust you and leverage on that to make them convert faster.
4. Videos can help your customers make more informed purchase decisions—
–which means lowering return rates.
Video technology today is great, it’s handy, easy to use, you can edit it yourself and, if you’re using it for business, it can give you time to explain a service in more detail or present a product more accurately.
This means potential customers are less likely to make a purchase based on incorrect assumptions.
A few things to keep in mind—
- Be sure to represent your product or service as best as you can in your videos.
- Avoid flashy editing that can distract from the message that you want to deliver.
- Keep it short and sweet.
5. Videos be used as unique marketing tools
Think outside the box. Sure it’s easy to use video for basic marketing efforts such as providing information on products and introducing the brand but you can certainly up your efforts and make it even more engaging—
Here are some ideas—
- Use live video streaming to involve users more into your brand.
- Embed “hotspots” into a video to make certain section clickable for added engagement.
- Allow for a video chat option to increase interaction with users and build credibility among users.
If a picture says a thousand words, then a video could possibly be the catalyst for a thousand conversions. Try it out and see how well it works for your business.
If you have any questions about this article, feel free to leave a comment below and start a discussion.