Videos Make Perfect Sense for Ecommerce Sites

Ecommerce is a highly competitive space and many sites sell very similar products. Online retailers have to invest significant marketing resources to attract visitors and because of the high cost, it is crucial to convert visits into sales and to achieve a reasonable return on investment.

Adding video to product pages is a very effective way to keep visitors on the site, to help them find out more about the particular product and to convince them to buy it. Obviously, retailers shouldn’t go the cheap route and embed YouTube videos. Instead, they should utilize a custom video player that allows them to embed additional information and even links to related products.

Product videos should highlight major features and benefits. They could also give useful tips on how to use a product, for example, if the product is related to topics like home improvement, cooking or gardening. For some products, it could make sense to feature an expert or a number of satisfied customers.

Of course, it wouldn’t make sense to add videos to all product pages. E-retailers should rather start with the product pages that have the highest number of visitors or have the highest profit margins, ideally a combination of both. They should also focus on products that will be available continuously and for a long time.

A product video should look professional, especially in terms of lighting and sound. It doesn’t have to be very long, a 1-minute video is often sufficient. However, make sure to end it with a call to action!

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