The importance of a product video

Product videos are no longer a nice extra, but rather a crucial part of a successful online sales strategy. But why are product videos actually so effective? Let's find out together.

Product videos: A turbo boost for your conversions

As an online retailer, you know better than anyone: driving traffic to your website is one thing, turning those visitors into paying customers is quite another. This is where the magic word "conversion" comes into play. And did you know that product videos are a powerful tool for giving your conversion rate a boost?

According to recent research, 90% of customers say that a video helps them make a purchasing decision. What's more, 64% of customers are more inclined to buy a product after watching a product video. And here's a fun fact: 50% of Generation Z-ers and millennials simply cannot do without video.

Improve the customer experience with product videos

The customer experience is the interaction your customer has with your business or brand. The goal is to offer your customers a positive experience, both offline and online. Online, this means making the purchasing process as intuitive and seamless as possible.

Research by Google shows that 80% of people watch some form of video when they want more information about a product. They also switch effortlessly between Google, websites, YouTube, and back again. Offering relevant videos on your own website or YouTube channel can greatly enhance the user experience.

Think of a customer looking for a new hiking rucksack. They find a few promising options on your web shop and the next step might be to watch video reviews on YouTube. By offering those videos yourself, you keep the customer within your brand experience.

Product videos clarify how it works

Even with the growth of online shopping, the question remains of how to compensate for the lack of physical experience and human contact. The answer? Product videos. They can show how the product works, what it looks like in real life, and what the key features are. It's a fact that when someone demonstrates something, we generally understand it much better.

Emotion and experience

Let me take you back to the rucksack example. You can describe how it feels to wear the rucksack during a walk in the mountains, but it becomes far more powerful when you bring it to life on screen. Combine a strong message with storytelling and the message lands much deeper and faster.

Product videos as social proof

One of the principles of persuasion that psychologist Robert B. Cialdini describes in his book 'Influence' is the principle of social proof. People place greater trust in products or services that are recommended by others, especially by people similar to themselves. Product video's can effectively deliver this social proof.

SEO benefits

Although search engines cannot (yet) watch videos, product videos still have a positive impact on your SEO. A clever combination of text and video can significantly improve your ranking. It increases the time visitors spend on your website, lowers your bounce rate, and can potentially have your videos appear as 'rich snippets' in the search results.

Social media

When did you last share a product description? And when did you last share a video? Exactly. Videos are made to be shared, especially if they are fun, funny, or interesting. They can offer a behind-the-scenes glimpse into your business and thereby strengthen the brand experience.

The future: Shoppable video

The latest trend in product videos is the shoppable video. This allows you to click directly from the video through to a web shop or product page. This is already being done on social platforms such as Instagram, Facebook, and Snapchat, but businesses can also apply this on their own platforms.

Product videos have a great many advantages over text. Are you ready to discover how product videos can help you? Get in touch with us or book a session. We look forward to having a chat with you!