How To Use Ecommerce Video To Drive More Sales

ecommerce video
Interested to learn how you can use ecommerce video to increase conversion and sales in your eCommerce business? Keep reading. Here we’ll focus on the videos you need to use to boost sales.

Look around you, there’s video everywhere. We are in the age of videos: think Instagram stories and reels, Facebook, YouTube, TikTok and Twitter. Video has become part of our lives and we rely on it for education, entertainment, and communication. 

ECommerce video has become the determinant of sales and lead generation and we’re at the point where we watch videos before clicking the buy button. That’s why there’s more emphasis on eCommerce product video production than ever before. 

In fact, today, 62% of consumers watch a product review to make a buying decision, and 56% of customers expect a business to have videos on its website. If you’re the owner of an e-commerce business and you’re not embracing video, you’re surely getting left behind when compared to those that do.

There’s no better way to influence your customers’ decision-making process than via videos. It’s crowded out there, and you need a video marketing strategy to win. Thankfully, deploying video marketing is not as difficult as it used to be, keep reading to learn how to make it work for you. 

What are the different types of ecommerce video you can create?

If you’re ready to take full advantage of eCommerce videos, you might be confused about the best way to go about it. Let’s have a look at the difference between the type of eCommerce videos you should be creating.

ecommerce video

#1 – Product Close-Ups

This is one of the most popular videos used by most eCommerce businesses. If it’s working for other eCommerce businesses, it’ll work for you too. 

As you would expect, product close-ups involve showcasing the product from different angles. You can also include text or captions to help educate the audience about the product’s features. Ideally you want this type of video to have the feeling of a face-to-face presentation of the product. 

Consider: if you could talk to potential buyers in person, what would you say to convince them? Whatever the answer, that’s exactly what should be in your product close-up video. The product close-up is also a great way to showcase not only your product, but your service and your brand.

#2 – How-to ecommerce video

Ecommerce customers still worry they’ll buy a product that doesn’t meet their needs. As a business, you have the opportunity to use how-to videos to minimise these fears in your potential customers. 

In addition to the above, a how-to tutorial reveals to your customers the purpose of the product and, most importantly, it can encourage them to decide to buy it immediately. 

This type of video can also help you educate potential and existing customers about the product’s usefulness. How-to videos will help you build your content and serve as a product pitch. In short, a how-to video will draw in your target audience and build brand awareness.

#3 – Comparison Videos

If a product is leading the market in terms of sales, why not do a comparison video alongside your product? In a comparison video, you need to weigh the pros and cons of the two products side by side. The job of the video is to simplify the issue of choice for your target audience. 

Whilst you will of course be biased towards your product, it’s important to ensure the comparison video is based on facts and data so you do not lose credibility. Comparison videos are the most effective if you can bring out the true state of the difference between your product and  the competition.

#4 – Testimonial ecommerce video

Another way to use eCommerce videos to drive sales is through testimonials. Essentially, testimonials let you show off about your product and your brand. 

This type of video is really useful if you are new in the industry. By using social proof, they can help you break further into the market. Let your potential customers know that people think your product is better than others, or it exceeded their expectations. If you master the art of using testimonials, you’ll push hesitant customers to the point where they are convinced they want to buy your product. 

Final Thoughts

Your customers want to learn about your products and brand – videos can do justice to this goal. In this article we’ve identified and explained the power of different types of video marketing that you can use for your eCommerce business, no matter whether you’re just starting out or a household name. 

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