3 eCommerce Product Videos To Drive Product Page Conversion

It's crucial for eCommerce brands to showcase their products in the best way possible. Although great product photography is an essential component to increase conversions, eCommerce product videos help entice shoppers and convert them into customers.

If you’re ready to take the eCommerce video production plunge, or are even considering it, creating a concept is often the most difficult roadblock to cross. To help, we've compiled three examples of different product video genres to inspire your creativity and get you started.

Getting Started With eCommerce Product Videos

Did you know that 80% of video marketers say video has directly helped them increase sales? Drive product page conversion and increase your online sales by utilizing eCommerce product videos that focuses on the following genres:

• The product features
• The comparison
• The lifestyle

The Product Features

This edit from Patagonia proves that sometimes, less is more. The clear and concise walk through focuses on product features and practical applications. By staying top-level, eCommerce videos like this keep things moving smoothly and retain customer interest.

This edit also includes multiple camera angles and close-ups to bring the product to life. Features like zippers and belt loops, which might have gotten lost in standard product photography, shine front and center.

If your brand sells solely online, customers miss out on the opportunity to physically touch and feel your products before purchasing. Take advantage of a product video by highlighting the important features customers may not originally notice. Not only does this improve customer experience, but it also increases conversions.

Most importantly, the video explicitly shows all features of the product from different angles. Highlighting everything a customer should know before purchasing your product builds trusts with shoppers and strengthens your brand's credibility.

The Comparison

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Working with pragmatic consumers? Try creating eCommerce product videos that compare products with another to save your customers time and stress. Unlike an overview video, this edit helps consumers evaluate and compare items in a product lineup.

B&H demonstrates exceptional thought leadership and builds consumer trust by sharing an expert and unbiased opinion. This longer-form video shines because it helps buyers evaluate in-person criteria online.

B&H offers invaluable information to help its customers make informed decisions without physically testing each product. As an added benefit, this edit introduces consumers to new products in different price ranges to help them meet their specific needs and budgets.

Consider eCommerce videos in this genre if you’re working with complex item specifications or differentiators within your product lineup.

The Lifestyle

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How do you describe a fragrance online? Sure, you can list formula ingredients and flowery descriptions, but until someone has actually smelled it, they haven’t experienced it. That’s why CHANEL takes a different approach.

Not only does it feature exceptional aesthetics, but it also transcends the product it promotes. When customers purchase CHANEL No.5 L’EAU, they don’t just buy a fragrance – they invest in a lifestyle (at least that's what this video causes you to believe.)

This edit’s carefully constructed narrative uses the product as a catalyst for action instead of making it a main focus. As a result, viewers can insert themselves into the story and embody the CHANEL persona.

Although CHANEL’s level of production isn’t feasible for every business, the lifestyle genre can adapt and scale based on specific product offerings.

How To Create eCommerce Product Videos

Would you rather watch a 20-second video clip or read a one page summary? In today's world of information overload, video has become a main source for absorbing information.

With this information readily available at our fingertips, consumers' attention spans and patience levels tend to decrease when it comes to consuming or waiting to consume content.

Product Videos: 5 Advantages

Drive product page conversion and increase consumer trust by displaying videos on your product pages and sharing them on social media. This easily digestible content keeps your consumers interested and engaged − one of the many advantages to leveraging product videos.

Here are 5 ways eCommerce businesses can benefit from using product videos:

1. Get your message across quicker
2. Emphasize product features and details
3. Build consumer trust and brand credibility
4. Provide information and value
5. Share across multiple platforms

Get Your Message Across Quicker

Visual content is essential in this modern marketing world as it provides a medium that gets your message across quicker. Video provides a visual of your product and appeals to your audience's different senses, which translates into a stronger perceived value.

Though eCommerce product photography is effective on its own, online shoppers are able to make a purchasing decision faster by watching your product videos (rather than having to scroll through all of your product images.)

Emphasize Product Features & Details

eCommerce businesses that sell strictly online miss out on the opportunity to provide their customers with physical inventory to touch before making a purchase. 

To help customers get a feel for an item they're interested in, use product videos to emphasize the features and details that a photo might've missed. Or, highlight any key components that differentiates your product from the competition.

For example, if a product has a small zipper or button that is hard to see in a photo, or if you want to show the product in use, use videos so that your customers see everything before purchasing.

Build Consumer Trust & Brand Credibility

Build consumer trust by creating product videos that highlight or demonstrate all aspects of your product. It'll instill trust in your brand and show that your store is credible.

Using only low-quality product photos may make some shoppers wonder whether your products are legit or if your online store is scam. Avoid these suspicions by including videos on your product pages, so shoppers feel secure in their purchase decision prior to checkout.

Provide Information & Value

Provide necessary information and show shoppers why your items are valuable in your product videos. Try comparing your products to one another and analyzing all features to help shoppers see how they'll benefit from using it.

Comparing products is a great cross-selling strategy since it introduces visitors to various other products in different price ranges. Plus, it helps them decide which item best suits their needs. If that happens to be more than one product, then congratulations − you've just increased average order value.

Share Across Multiple Platforms

Increase reach, find new audiences and generate more sales by encouraging shoppers to share your product videos on various social platforms, like Facebook, Twitter, Instagram and Pinterest.

Don't forget to share your own product videos on social media when necessary! If you're running a giveaway or a holiday promotion, sharing your video is a great way to generate interest and increase visibility.

Conclusion

The first step to getting started with eCommerce product videos is choosing a genre. The genre you decide on will vary between products and across industries. It's an easy first step, but the important thing is to actually take the step in the beginning.

With the proper eCommerce product videos, you'll turn shoppers into customers and increase conversion rates in a viable amount of time.

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