As an ecommerce entrepreneur getting the attention of your potential customers and converting them into buyers, is an artform you should master. Recent studies have helped provide a clear insight on how to optimize both of these key strengths. The overall consensus is very clear: use video to increase your eCommerce sales.
Why will video help you sell more?
Once we dive into the process of getting your customers to happily exchange their money for your product, it’s striking that 68,81 % of filled shopping carts never make it to the checkout.
Lack of trust and unclear pricing are the two major reasons (Geckoboard, 2021). There is either no confidence that the product will meet the expectations and needs, or that it will actually be delivered, either on time, or in good shape. The ‘Try Before You Buy’ factor clearly is missing, stressing the need for entrepreneurs to offer a buying experience that gets as close to a touch/taste/smell-experience as possible and evokes trust in their company and brand. Flat text or images don’t even come close to creating that level of engagement.
With the average customer having 51 apps on his device; at least 5 of them being video streaming applications and watching an average of 16 hours of online videos per week ( Wordstream, 2022) it clearly proves one thing: prioritize video in your e-commerce efforts
So how can we optimize our marketing strategy with video?
- Here are a few ideas:
1. Create explainer videos. 96% of people state that they watch an explainer video to learn more about a product or service ( Wordstream). They desire to see how the product works, what its unique features are and a more detailed overview of the critical specs that may be missing from the product description.
2. Integrate a video on your webpage. Give your customers a taste of what your company has to offer and what you stand for. 86 % of buyers would like to see more video from brands instead of other forms of communication and 84% report that they had been convinced to buy after watching a brand’s video ( Neil Patel, 21). Include a teaser video to lead them smoothly to your products. It is 53 times more likely to appear on the first page of Google results since video enhances SEO ( Video Explainers). Finally, use maximum 3 hashtags to make your videos discoverable on social media platforms.
3. Make product videos. 62 % of consumers watch product videos before buying ( Mediakix). They spend an average hour doing so, thus giving you the chance to build trust and a long term relationship. Think about aiding the clients in their product selection and providing additional tips to the viewers to help them choose a specific item or feature.
4. Make “How To” educational videos, acting as a step-by-step guide showing how to install, use or troubleshoot without technical help; 49% of companies that introduced these types of videos claim to have reduced support calls significantly
5. Invite your customers to sharetheir experience by creating video testimonials. It’s a great opportunity to build brand credibility: consumers who go to an ecommerce site through a user-generated video are 184 % more likely to purchase and they spend 45 % more. 86 % of entrepreneurs using these video testimonials increased their lead generation. ( Wyzowl, 22)
What does a perfect video look like?
In general: aim for a visually engaging format, easy to consume, honest, professional, with a video length sweet spot of 6 to 10 seconds.
Do’s: Be authentic, genuine, ‘down to earth’, keep it short, make use of influencer marketing, share your knowledge, include a customized shopping cart in your shoppable videos.
Tailor experiences to your segmented audiences:
Generation X ( 1960 -1980) represents the biggest upward trend of video viewers. They mainly make use of Facebook and rely strongly on word of mouth, making video testimonials particularly effective.
Generation Y ( Millennials, 1980-1997) gives as much importance to the experience a company offers, as to the products themselvesand they are willing to pay for a special experience. Company responsibilities ( climate, ethnical, social) is also important for them.
Generation Z ( 1997-2012) uses platforms( Youtube,Instagram) to discover new products and services and to make their buying decisions. They are sensitive to individuals ( influencer marketing), mistrust companies and choose quality above quantity. ( Forbes, 2018).
Generation Alfa ( 2010 – 2020) is sensitive to real-time video shopping, designed to market FOMO ( fear of missing out) and live videos that are only available for a certain amount of time thus creating a sense of urgency. Preferred social media channel is TicToc.
You think creating videos is too expensive, too complex or too time consuming for your company? Here’s one tip: check out Moovly.com. It is the most complete video tool around. Simply watch their How To video and get started ; )