Implementing video may seem daunting at first, especially if you are new to the video arena, but you will be keen to hear that it can offer a 34% higher conversion rate.
What types of videos are best?
Creating high quality video content costs time and money, so it’s important to look at the different types of video available to you so you can determine which will work best for your business, audience demographic and budget. We’ll take you through some of the most popular videos found on top performing websites across the globe.
You can’t ignore that 72% of consumers prefer to learn about a product or service by video. It's worth considering if your product page would benefit from having a video showcasing the different aspects of your product, to give consumers a deeper understanding of its functionality and how exactly it will benefit them. The largest e-tailer (yup, you guessed it - online retailer), Amazon, now utilises product videos on most of its products, with 90% of customers saying videos helped them make buying decisions.
If done correctly, this will help alleviate any doubt or blocks in the consumer's mind and convince them to go ahead with the purchase.
Demonstration and Educational Videos
Demonstration or how-to videos that are both educational and entertaining will allow you to captivate your audience and offer guidance on how to use your product, showcasing the functionality and, in turn, convincing them why they should buy it. These types of videos also serve the purpose of removing any barriers customers may face through lack of product knowledge.
Pro tip: if you take a look at customer reviews or feedback, you may be able to identify common trends or problems that customers face with the product you are selling, so you can address these directly within your video.
With this in mind, what if you could take a written review to the next level with video? Video testimonials carry more weight in a world where fake reviews are on the rise, and allows your potential customers to hear about your customers' experience on a more human level. Besides, most consumers now prefer watching to reading.
Story Telling Videos
Consumers are becoming ever more conscious about where their products come from and naturally gravitate to companies that have a strong mission statement behind them, and are involved with social and environmental causes.
You can use the power of video to share your brand and product story, share the “why” behind everything you do and the “who” behind it all. This will draw consumers into your brand through creative storytelling and encourage them to buy your products over your competitors and increase customer loyalty and advocacy.
If you write blogs, why not consider making them into a video using the content. This doesn’t have to be a person on camera or a voiceover- there are many smart video apps available where you can upload a script and it does all the work for you. This provides you with content for a video hosting platform like YouTube or vimeo as well as providing a different mechanism for people to engage with your content.
Placing video on your product pages is perhaps the most obvious way to boost your sales. Using product video strategically alongside high-quality images and well-written product descriptions will give you the best chances of getting potential customers over the line.
Product pages offer you the perfect opportunity to display some social proof videos, like the review and testimonial videos we mentioned earlier. By doing this, you’re making life that little bit easier for your visitors. Thus, you eliminate the effort required to read through written reviews, and build more credibility and trust. This in turn should give you a boost in sales.
Demonstration and educational style videos are best placed on your product landing pages. This allows the visitors to get a better idea of your product and how it can help solve their need or problem. Video content alongside well-written copy and other informative content, will not only give your sales a boost, but also benefit your SEO efforts too, bringing more people to your site.
About Us Page
If you have created video content about your brand story, your ‘about us’ page is the perfect place to display this or maybe below the fold on your homepage. People buy from people, and having a well-created video on this page will help build a connection between your people, and your website visitors. Give them a flavour of who you are, and why you do what you do.
Lights, Camera, Action!
Video content takes many different shapes and forms, and when used strategically as part of your website or eCommerce strategy, it can give you an almighty boost in sales and conversions (while also helping with your SEO performance).
It’s best to think about what types of videos will work best for your business and resonate with your target audience. Creating high quality video content takes time and money, so you should consider this when prioritising what kind of videos you want to implement.
We are big believers in the power of video and have recently been getting some great videos of our own made (anyone hate listening to or watching themselves back on video?)
If you are interested in creating video content for your website, we’re happy to discuss what might work best for your website and introduce you to a videographer that can help.
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