It is certainly no stranger to you that watching a video takes less effort on your brain than reading a text. Moreover, 80% of Internet users agree and admit looking at the images first and preferring a description that is too long. The challenge here is therefore to base the promotion of your products and your brand on video creation in order to more easily achieve your conversion goals and to increase customer satisfaction in the same way.
WHY DOES VIDEO HAVE A ROLE TO PLAY IN THE CONVERSION PROCESS?
SALES INCREASE
The video content brings a lot of value-added to a product offered for sale. At first, the animation catches the eye. Added to this, it offers the possibility of seeing a product from several angles and in various contexts. Therefore, it increases the understanding of the product. The prospect sees the product, imagines the multiple uses that can be made of it, and deduces the advantages that he would have to obtain it. You can imagine that the more you understand the product, the more you want it. The situation logically increases desire and therefore can only be a plus to your conversion funnel. In other words, a mini promotional film about a product has a big impact on your sales goals. It is estimated at35% more sales when using a video. The image and the text, traditionally used in a product sheet on a commercial site, are little by little put aside by the arrival of the video since this one brings together these two techniques of communication in only one. However, even today audiovisual techniques do not replace the initial product sheets. Rather, it is used to support the appeal of a basic product sheet.
IMPROVED USER EXPERIENCE
Well, we already know that the presence of audiovisual advertising increases the conversion rate. But this is not the only positive repercussion. All this derives from the user experience and customer feedback. The more a user has confidence in a brand and the less the purchase journey on the site is long, then the satisfaction that the buyer has, to go through your website rather than another offering the same product, is doubled. In addition, the video presents the product better than a text that is not often read. The return rate of a product is also reduced when there is an explanatory video. I would like to remind you that the majority of your customers’ loyalty depends on their satisfaction when browsing.
NATURAL REFERENCING / SEO
Oh yes! Big news for some, but the video is increasingly rewarded by Google. Which is quite logical given all the previous information. Search engines aim to deliver quality content to their users. To do this, they give more visibility to the most popular and efficient websites. As a result, since the presence of video content on your online store promotes your sales and customer loyalty, Google captures its information and gives you a better chance of being in the first position. The presence of an audiovisual presentation opens the way to other avenues of acquisition. Promotion on social networks is very fond of graphic content that is much more consumed than any article. In summary, thanks to the video, your e-commerce platform will increase its conversion, its attendance but also its acquisition rate.
Now let’s see what types of video is suitable to set up according to the needs of your website.
WHAT TYPES OF VIDEO FOR WHICH PRODUCTS?
With all the opportunities that video creation brings, it is normal to think about integrating it into your communication strategy. But this, like all other communication techniques, has many variations and possibilities. The important thing is to choose the type of video that will satisfy your prospects.
The 360 videos will be used to offer more proximity between the customer and the product. He will see all the facets of the product from a distance and will handle it as he sees fit. As a result, the latter is not likely to be disappointed or the victim of a misleading and “too well-framed” photo. This technique is widely used by shoe sales sites, for example.
The product interview is a technique seeking to reassure the customer. A person testifies to his satisfaction with using and touts all the positive sides of such a product, showing it as “indispensable”.
The tutorials are used to explain the use of a product. The user will know how to operate the product even before having it. The tutorials can also be used not as a promotion but rather as a reassurance. It is easier to watch a tutorial than to read an instruction manual. This generates a feeling of trust, follow-up, and quality vis-à-vis a brand.
The Asos marketplace stages most of their clothes by filming part of the parade presenting the product in question. Thanks to this original presentation, we perceive with much more accuracy the fallout of the fabric during the walk, the look that a garment gives to a person, etc. Thus, without trying on the jacket that interests us, we can have a precise idea of its cut when it is worn. We are therefore less likely to want to postpone the product.
2 essential things to know for the creation of advertising film for your merchant site. The first is that your sticker must be attractive. In this way, you will be more likely to click on the video in order to see its content. The second key point to your sales strategy is that it’s important to include a buy link at the end of the viewing.
