The importance of a product video

Product videos are no longer a nice-to-have, but rather a crucial part of a successful online sales strategy. But why are product videos so effective? Let's discover that together.

Product videos: A turbo for your conversion

As an online seller you know it better than anyone: driving traffic to your website is one thing, turning those visitors into paying customers is something completely different. This is where the magic word “conversion” comes into play. And did you know that product videos are a powerful tool to boost your conversion?

According to recent research, 90% of customers say a video helps them make a purchasing decision. Furthermore, 64% of customers are more likely to purchase a product after watching a product video. And here's another fun fact: 50% of Gen Zers and Millennials simply can't live without video.

Improves customer experience with product videos

The customer experience is the interaction your customer has with your company or brand. The goal is to provide your customers with a positive experience, both offline and online. Online, this means that you want to make the purchasing process as intuitive and smooth as possible.

Google research 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 increase user convenience.

Consider a customer who is looking for a new hiking backpack. They find some promising options on your online store and the next step could 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 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 its most important functions are. The fact is that when someone demonstrates something, we generally understand it much better.

Emotion and experience

Let me take you back to the backpack example. You can tell what it feels like to wear the backpack while walking in the mountains, but it becomes much more powerful when you visualize this. Combine a good message with storytelling and the message comes in much deeper and faster.

Product videos as social proof

One of the persuasion principles that psychologist Robert B. Cialdini describes in his book 'Influence' is the principle of social proof. People are more likely to trust products or services recommended by others, especially people who are similar to them. Product videos can effectively provide this social proof.

SEO benefits

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

Social media

When was the last time you shared a product description? And when a video? Correct. Videos are made for sharing, especially if they are fun, funny or interesting. They can provide a glimpse behind the scenes of your company and thus strengthen the brand experience.

The future: Marketable video

The latest trend in product videos is the sellable video. You can click directly from the video to a webshop or product page. This is already being done on social platforms such as Instagram, Facebook and Snapchat, but companies can also apply this to their own platforms.

Product videos have numerous advantages over text. Are you ready to discover how product videos can help you? Contact us or schedule a session. We look forward to talking to you!