Posted May 31, 2013 by Steve Young


Photo Credit: larskflem

Videos have been used to help increase engagement for online websites for quite some time. The use of videos keeps climbing because they really do work to help engagement.Statistics show that adding videos to online sites help with ecommerce sales, search engine rankings, and branding. In many ways video can convey information or personality in a way that regular print and pictures just do not. Consider that when it comes to engagement, online video is 5.33 times more effective  than text alone.

Here are some of the ways to successfully use video online.

Benefits of Video Content on Ecommerce Sites: For ecommerce websites, one of the biggest challenges is that shoppers cannot see, feel, touch or try on the products that are being sold. Video is an excellent way to show customers more about the products to give them a better idea of what the products are.

  • Videos can help shoppers make buying decisions. Viewers are up to 85% more likely to make a purchase  after watching a product video.
  • Your own videos go a step beyond pictures to show added value, extra service, quality.
  • Videos can help make website pages more unique; your ecommerce website can benefit by overcoming the challenge of having the same descriptions as the competition when the manufacturer description and pictures are used by many online retailers.
  • Product review videos can help describe your products beyond just regular descriptions when viewers are shown how to use the products in greater detail.
  • Videos are more social and really help with increased engagement on social channels.

Here are some statistics that prove how important videos  can be to ecommerce retailers:

  • Using video demos of items on product pages increased sales for Zappos by between 6% and 30%.
  • Shoppers who viewed video on Stacks and Stacks product pages were 144% more likely to add to cart than other shoppers.
  • On, the conversion rate for shoppers viewing video on product pages increased by 400%, while return rates dropped from 12% to 9%.
  • improved the conversion rate by 44% for product pages containing videos.
  • Videos on the product pages increased conversion rates by 25%, as well as leading to a reduction in the number of returns.

Search Engine Rankings can be greatly improved with the use of videos online: With the mixed search results now available, video always makes your search result stand out. The increased website visitors that result from videos are not easy to ignore since 70% of the top 100 search result listings contain videos.

Make Viewers Feel More Comfortable or Confident: There are many ways that videos can make your website viewers feel better about their purchase.

Videos can help with company branding, while testimonials from previous customers can reassure potential new customers that they should feel safe buying products or hiring services.

How To Videos Can Show Expertise: How to videos can be about products or your services. You can expertly show how to use products and more about the details of them. If you are an expert at delivering the services you offer, videos showing your expertise will go a long way towards your website goals.

Request Videos from Customers: Ask customers or clients to share their own videos with you. Showcasing those videos will make for a very convincing case for new customers.

Finally, now that you are convinced that videos will help your efforts online, here are four tips for making effective videos:

  1. Make your video compelling – Your goal should be to hook the viewer in the first 15 seconds.
  2. Be short and concise – One of the reasons that consumers like demo videos is that they provide a quick, easy way to learn about what a company does.  The ideal length for videos is 60 to 90 seconds.
  3. Test your video on an unbiased audience – Make sure that you were able to convey your message in the short time you have to do so in your video.
  4. Don’t forget a call to action! – It is always so important to let your viewers know what you want them to do.

This is a guest post. The views of the contributors are their own, and not necessarily those of SmartShoot. 

About the author: Matt Thames is author and Brand Manager for Selby Acoustics. He enjoys sharing tech and entertainment tips and ideas. 

About Steve Young

Steve Young is the Director of Product Marketing at SmartShoot. He enjoys writing about marketing, design and product development. Although he shares the same name as a famous quarterback he unfortunately does not share the same bank account, so please throw him a bone and share or comment on his posts. Connect with him on Twitter and Google+.

Keep in touch: @stevepyoung

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