If you are selling products online, guaranteed you are already using photos to display what’s on offer. But have you thought about including video? Globally, consumer Internet video traffic will be 69 percent of all consumer Internet traffic in 2017 (Cisco). With such a staggering amount of traffic being video content, it certainly becomes an increasingly in-demand medium for consumer engagement. Here’s 5 reasons why you should start thinking about including videos on your ecommerce website.
1. Consumers are interested in video content
YouTube is the 2nd highest used search engine on the web, emphasising that users are actively searching out video content on a regular basis. With 69% of traffic predicted to be through video content, it’s a highly sought out medium that should be utilised.
2. Increases ROI
Videos that display products can help shoppers make buying decisions, bringing the tangible nature of a real store front online. A video can convey a good amount of information in a short period of time, creating the ideal browsing ecperience for a typical user that doesn’t want to spend a long time reading content.
3. Helps consumer connect with the brand
Photos can only do so much to bring the products and brand to life. Videos place much more context around products allowing the consumer to gain a clearer understanding of the brand messages.
4. Video can boost SEO Performance.
Enabling you to post more unique content, video offers one more way to continually update your site – something that all search engines appreciate. Furthermore, google provides preference to videos and consistently ranks video results higher.
5. Importance on mobile devices
Many users are shopping on the go and having to scroll through content and click many links can be a challenge. Videos open nicely in the browser which is much easier than scrolling through content and reading lengthy paragraphs.
Do it, but do it well.
We definitely recommend creating a strategy to implement video on eCommerce websites. But if you are going to do it, it’s best to do it well. Ensure that videos are quick to load (under 2 seconds), engaging and relevant, high quality and professional.
A recent example to look at is the implementation we worked on with Globe to add videos in with many of their still product photos. The videos are filmed in a lifestyle type of mood, depicting skaters and surfers wearing the products in their day to day life. It’s quite an effective tool that places the product in a realistic, tangible scene that communicates the message of the brand. Here’s an example of one of their videos on a product page: