By Stephen Vaughn
Introduction – videos on e-commerce landing pages
If a picture can tell a thousand words, it doesn’t take a beautiful mind to calculate the potential of properly utilised video.
Increasingly consumed yet consistently under-utilised, video content is proven to increase conversions on your e-commerce landing pages. When online shoppers can’t hold your products, video is the next best thing at providing the information they need to move from prospect to sale.
Regardless of your experience using videos in your marketing mix, we’ve broken down why you need to be using video content for your e-commerce site, why you should care about video production and how to go about creating the most effective video materials that, when leveraged correctly, are guaranteed to help push you towards your business goals.
Why use video? Here are 3 HUGE reasons
You can create the most incredibly detailed product description ever known to man – a video will always grab potential customers attention instead.
That’s because not only are humans visual creatures – we’re also inherently lazy. Given the choice between reading a block of text or learning everything they need to know about a product in a slick and dynamic video, your customers are going to pick the video every time.
While there is always a place for accompanying text, video offers a plethora of additional benefits that transcend the written word.
- Grab and keep your customers attention
78% of people watch online videos every week. 55% watch them daily. If you’re going to compete in the growing medium of video content, you need to get involved!
By distilling information a customer would normally have to read, like long descriptions and posts, into a video that takes comparatively little effort to consume, you’re making it easier for them to engage with what you want them to know – from close-ups and information about your product to telling a story about your brand, they will pay more attention and will do so for longer in video format.
- Video spreads further and faster than other mediums
Studies consistently show that video content is more likely to shared than text.
As visual creatures, your customers more likely to click on a video thumbnail than something with no visual element. By building video into your overall content strategy, you’re improving your ability to reach more potential customers quicker and more effectively.
This means considering moving video from solely your e-commerce site and onto other platforms where more people can more easily engage with it. While there is no sure-fire way to ensure your content goes “viral”, an obvious place to start is your social media platforms such as Facebook, Twitter, Instagram and YouTube.
- Google loves video and will reward you for it (when done right!)
Videos are great for your website’s Search Engine Optimisation and the priority Google gives it in search results.
As an under-utilised medium, videos have less competition. This gives your videos a better chance of reaching an audience searching for a certain keyword, especially if your competitors aren’t employing video content too.
What might normally take a chunk of text or even several webpages to explain can be achieved in a single video when properly optimised for Search Engine Optimisation (SEO). This includes providing details regarding the thumbnail, title, description, tags and URL slug. All of this adds up to video production proving an incredibly effective tool for reaching the right audience and in a more prominent position on search engines.
So what does all this mean for your e-commerce business?
It means that video content is proven to drastically increase both traffic and conversions for e-commerce sites.
Website visitors are 64-85% more likely to buy a product on an online retail site after watching a video. 
Landing pages with video content have been shown to experience an 80 per cent increase in conversions.
This confirms that video will give you an edge over your e-commerce competitors that aren’t using it.
How to use video: what do you want to get across?
So we know it works and why you should care about video. Now you can start getting creative with your video production to meet your business goals.
Put yourself in the shoes of your customer and ask yourself what it is they need.
Do they need more information about a specific product? Do they need to have more trust in what your company is doing?
Figure out what they want to know, what information can reduce their risk of buying and what will ultimately make them more likely to make a purchase.
Here are some examples of video types and how to leverage them to get the ball rolling:
- Product close-ups
+ Offer a dynamic and engaging overview to showcase your product.
+ This is priceless for online-only stores where customers cannot physically see or touch products.
+ Ideal length: 6 to 15 seconds.
- How-to videos
+ Help people understand the value of your product by highlighting its unique features and how to use it.
+ Ideal length: 45 to 90 seconds
- Tell a story
+ Create a more powerful brand image by attaching your product or service to emotions and feelings.
+ Studies have shown that women aged 18-34 are twice as likely to think positively about a brand that showed empowering video ads, and are 80% more likely to like, comment and share after viewing them.  In modern-day marketing, the brand is as important as the product or service.
+ Be creative: great places to start might include charitable initiatives your company is already a part of but isn’t talking about enough. The cause will benefit from increased awareness too!
+ Ideal length: 60 to 119 seconds
+ While requiring some creativity, entertaining content is always more likely to be engaged with, commented on and shared around.
+ BlendTec leveraged this to great effect in 2006, drastically increasing both brand awareness and increasing sales by 700% with their “Will It Blend?” video series. 
+ ideal length: 15 to 59 seconds
- Testimonials and results
+ Nothing sells your product better than previous customers – people who were once like your prospective customers who visibly benefitted from your product or service.
+ Having video content of real people talking about how much they benefitted is a great way to break down sales resistance in prospective customers.
+ Ideal length: 60 to 119 seconds – you can also split your full testimonial up into shorter 30-second clips on specific aspects, making them great for sharing via email and social media
So we’ve given you the why and the how. Here’s what you need to do next to get started:
- Plan out your vision.
Of the above, which one is going to be most effective for your overall goal?Do you want to increase conversions for a specific product? You’ll want to showcase that product in a slick video.
Looking to increase your overall brand awareness? Think about the stories you want to tell and tie into your company’s image and go from there.
- How are you going to get your videos out there?
What channels do you have at your disposal to share those videos?Consider the placement of your video on your landing page and how you can affect conversions after viewing. Once a viewer is finished watching the video, make sure the action you want them to take immediately visible on the page near or around the video.
Also consider what channels you can showcase your video content on, whether sharing product videos with your social media following or setting up paid advertising for your brand on YouTube.
- Find quality video production
While still arguably underutilised, customers increasingly expect a slick and professional image from e-commerce stores including their video content.The fact is that given both the equipment and technical skill required to produce a professional video, it is not something that can readily be achieved in-house: you’re may well have to outsource. Choosing skilled and experienced video production with a solid portfolio, trusted reviews and competitive price point is the best way to guarantee your creative vision will be fulfilled and your final videos will be as effective as possible.
If you need help with video production get in touch with Yellow today! 0151 427 0998