5 Best eCommerce Video Styles to Increase Conversions

We all know that videos are an excellent way to increase viewership and conversions. In a survey conducted by Animoto, it emerged that 73% of online customers are more inclined to buy a product after watching a marketing video.Using video content to its full potential is an ongoing challenge that Groove is dedicated to.

As E-commerce continues to grow and becomes a larger and larger percent of sales, brands will need to continuously up their game with video content produced to optimize conversions. Depending on the type of product/service you are selling online, and your strategy of how and where to use video in your sales funnel, there are various types of eCommerce marketing videos you can use to best optimize results.

Some of the more proven formats for eCommerce include the following:

1. Product Demo Video

• Product videos are one of the most recognizable types of marketing videos — and for good reason.

• Product videos show the basics of how a product works, their features and benefits. 

• They are highly popular because they allow a potential customer to experience a product without experiencing the product or service in person.

• Product videos are great for home pages and product pages because they help the customer delve deeper into the product and drives the prospect down the marketing funnel.

• According to Unruly, watching video ads increases the customer’s desire to buy a product by 97% and brand association by 139%.

• This video production by Dropbox was the driving force in driving a 10% increase in conversion, resulting in 10 million new users and $48M in revenue.

• This DropBox video highlights all the unique features of the product such as accessibility and shareability and does so in a way that is extremely clear, informative and entertaining

• By using a product video on your eCommerce site, you make it easier than ever for customers to get a full understanding of your product’s most prominent features, making it more comfortable for potential customers to go ahead and make a purchase.

2. How-To Videos

• A How-To video takes a product video to the next level by exploring more deeply the product’s full range of features, explaining step-by-step how to use them.

• These type of videos can stand alone well on a separate page since it is for a more eager, detail-oriented consumer.

• It can also work as a link from the product page in order to attract customers who are interested in discovering how to best use the product.

3. Comparison Videos

• Your customers are often reluctant to make online purchases and often it is because they feel overwhelmed by the amount of choices that they have.

• This can inhibit their ability to make a final decision regarding which products best suit their specific needs.

• It’s your job to remove that stress and give them the tools to discover the pluses and minuses of their potential purchase.

• Comparison videos are a great way to do that.

• This is a great example of a comparison video by The Verge, comparing Microsoft’s Surface Pro 3 and the Macbook Air.

• This comparison video effectively details all of the features that set each product apart, highlighting the pros and cons of each.

4. Testimonials or Review Videos

• Testimonial and review videos are another essential tool for your eCommerce site.

• The reason people respond to them is because it gives information about the functionality and quality of the product.

• This increases customer’s confidence that the item is useful and works as well as the brand claims.

• Video testimonials are proven to be extremely effective in converting users. In a recent study, a fashion fashion brand experienced a 134% increase in conversions by including review videos on their product pages.

• While not every video can guarantee that high of an uplift, there’s no denying that including testimonial or review videos on your product page or homepage has a huge potential to increase sales and customer loyalty

• Stitch Fix, a personal style service for men, women, and children that evolves with your tastes, needs, and lifestyle used a short live-action explainer video style to explain what they do.

• In this short 30 second video, a young and smart woman is giving informational content on personal styling to showcase the unique and inexpensive experiences that Stitch Fix offers.

• In an interesting and descriptive way, this explanatory video shows the benefits of using the platform.

5. Interactive Videos

• Most marketing efforts are designed to trigger consumers to seek more information and eventually purchase a product.

• By combining the right types of entertainment to attract your target group, retailers and brands can increase their viewership and create an even bigger opportunity to convert people from viewers into buyers.

• The use of interactivity is intended to complement and reinforce entertainment value, such as incorporating games and other entertainment tools to provide an additional layer of entertainment that enriches and intensifies the content.

• Groove understands the ever-increasing dynamic of interactivity as it relates to eCommerce videos for our clients that are developing this type of content.  

While we all know marketing videos are extremely effective in boosting eCommerce sales, placing the right kind of video on the right pages can take your video marketing initiatives to the next level. By learning about your audience and employing strategic and diverse video content on your eCommerce website, you are sure to see an increase in engagement, sales, and brand loyalty. Groove looks forward to helping you in this process.

Video is one of the most effective forms of marketing used for eCommerce, retail and consumer products. VideoFresh are experts at producing eCommerce videos that resonate with the intended audience, amplifying the desired marketing goals throughout the marketing funnel.

VideoFresh’s team of video marketing experts is ready to help you to craft the perfect ecommerce videos to amplify your marketing efforts.

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