If you run an eCommerce business, the success of your whole business depends on a consumer converting on your product page. Most likely, you’ve experimented with a few of the following strategies to boost conversions: added amazing product images, added a special description of the product, made your website more user-friendly and provided incentives or discounts…
However, these strategies are insufficient sometimes. You need something to truly catch your clients attention and push them to click “buy now” at that precise moment, if you are still having trouble increasing your conversion rates. This is where video comes in. It should come as no surprise that video is now among the top ways of promotions.
This visual medium is being used by a lot of companies to advertise, build brand awareness, and even improve search engine optimization. The eCommerce industry presents one of the largest opportunities for using videos, particularly in the form of product videos. Just check at a few of these statistics from a research conducted by Animoto:
- 42% of customers desire to view additional product videos.
- 64% of eBay buyers desire to watch additional product videos.
- 84% of Amazon customers request further product videos.
The need is obvious. People enjoy watching videos, especially when they can do their purchasing online! Customers believe that product features are best explained through videos. Due to the fact that they are fully informed about the design and functionality of a product. These same customers claim that companies that use video content come off as more dependable and interesting.
Take a moment to think about these statistics if you’re still not convinced:
- A product video increases a customer’s likelihood of buying almost two times.
- Customers who visit websites with video content spend 88% more time there.
- 96% of customers say that watching videos helps them decide what to buy.
What is a product video?
A product video is a brief video that showcases a product’s key features and sometimes even shows it in action. Giving potential customer additional information about a product is the main goal. A video is much more effective than any image or description when it comes to encouraging someone to buy your product.
Depending on your product and target audience, there are several techniques you can use when creating a product video. It could be ideal to display a product in use for some products. For niche items with a particular audience in mind “lifestyle” product videos may work well. A video that fits your target audience can be created if you know who your ideal customer is and how they plan to use the product.
The simplest strategy to integrate videos and increase return on investment is to include a brief video to your eCommerce product page that gives an introduction of the product. This is where using it can provide the extra motivation to convert. Furthermore, you don’t need anything fancy to accomplish this. A straightforward 360-degree video showcasing a few of the product’s qualities is what you need to aim for.
By now, I’m sure you’re ready to start. Let’s now explore how to create videos that are exceptional.
How to create product videos?
Many of the factors that could make your video uninteresting will be entirely eliminated if you have the proper setup. The following is a brief summary of the things you’ll need to get started:
Background
You don’t want anything to take the attention away from your offering. You can make sure that people’s attention are fixed on the product by having it captured against a plain background. Generally speaking, white backgrounds are advised as they appear nice and clean. There are occasions you need to use a black background depending on the product.
Lighting
For any type of video shot, lighting is crucial, and product videos are no exception. Good lighting is essential if you want the viewer to see every perfect feature of your goods. Multiple lights will most likely be required to completely remove any shadows.
Rotating turntable
The automated lazy susan gadget is what you’ll need to get every perspective of your products. This will allow you to take professional shots of your product in motion by slowly rotating it. This is a tool that shouldn’t be disregarded because these shots are crucial to the success of product videos.
Camera
You will need a camera, but you do not have to spend hundreds of dollars on expensive equipment. Anything capable of 1080p HD recording will work! In order to ensure steady and fluid shots, we also advise utilizing a tripod. Action movies take advantage of camera shake, but not when trying to promote your goods! Everything else is edited after your product is filmed. Once more, you may avoid a lot of common issues that appear throughout the editing process by using the appropriate equipment when you film.
The following tips can help you edit the ideal product video:
30 seconds video
Your video should be short and brief because people become disinterested easily. While 30 seconds may seem not enoght, it’s plenty of time to introduce your product, go over its advantages quickly and include a call to action.
Voiceover or text
While your product video’s visual attractiveness is crucial, a voiceover can give the audience more information as it’s being shown. To highlight special features of the item as they are demonstrated in the video, use voiceover or text.
CTA
A call to action (CTA) is a brief statement that appears at the end of your video encouraging the audience to take a certain action. Use a phrase like “order yours today” will significantly increase your conversion rates.
Brand logo
Product videos are a fantastic way to keep introducing viewers to your company and increasing brand awareness. Consider including your brand as a watermark across the entire video or at the ending.
Product videos are an essential part of eCommerce marketing strategies since they boost conversion. Furthermore, in comparison to other video types, they’re fairly simple to create. Product videos are a wonderful starting point for any company looking to start using video content because of its accessibility and effectiveness.