According to ComScore, today in the United States, 89 million people will watch 1.2 billion videos on the Internet. These videos of course include those purely for entertainment purposes, but some will also be viewed on ecommerce websites. As online shopping evolves, consumers are demanding more and video is one resource available to marketers that can be used to fulfill this request.
In the past, images and text were used to paint a picture of a product for consumers. These were further enhanced with the use of color swatches, alternate views and zoom. Now ecommerce websites are increasingly incorporating video to provide consumers with a clearer picture of different product offerings. The use of video in this way has been proven to improve conversion rates and SEO. Video can also increase product visibility when shared in email newsletters and across social media sites in addition to web stores. Overall, the use of video in ecommerce is a more engaging way to showcase products.
How to Incorporate Video
Videos can be user-generated or created by a company. Companies might create videos to:
- Offer product advice
- Provide instructional videos
- Assist with product selection
- Inform about the product category
- Showcase the product with real life views
- Give deeper product details
Contrarily, a user-generated video would be a testimonial. The testimonial might show the product in action or offer a review after the consumer has used it.
One company that makes great use of video on their ecommerce website is Zappos.com. Zappos films employees wearing and talking about the different shoes sold on their website. By using employees rather than hired models, consumers can relate better to the people in the videos. And further, hearing in-depth product information and seeing the shoes being worn by these employees helps consumers not only make purchase decisions, but also have a greater level of confidence in what they are buying.
As more people begin shopping online and ecommerce sales continue to grow, make sure your website has what your customers want to assist in their purchase decision making process. To learn about what ecommerce and payment processing solutions Azox offers, visit our website.
