The Impact of E-commerce Video
Let’s face it, video content has been an ongoing topic in this industry and is where it seems to be headed. The value is massive, from boosting conversion rates to reducing returns and even building your brand. With so many players in the game, it can be tough to stand out and get noticed by potential customers. One effective way to achieve this is by using product videos on the product detail page can have a big impact. Let us highlight the benefits:

1. Brand Building

Boosting your brand and standing out from your competitors is something every business aims for especially when competition is so high. By creating high-quality eye catching videos, you can give your brand a unique identity that showcases your personality and values in a way that resonates with your customers. By making your videos shareable, you can amplify your brand reach and awareness with customers sharing your content across social media and beyond. And the best part? There’s no limit to the type of branded product videos you can create - from snappy TikTok clips to a high end editorial production, there’s something for everyone to engage in.

2. Increase Engagement

Videos are a lot more engaging than text or images alone and according to Wyzowl, 66% of consumers would rather watch a video than read about a product. By using videos, you can keep your customers hooked on your page longer, which increases the chances of them making a purchase. On top of that, you can show off your products in action and give potential customers a better feel for what they are getting. How shiny is the fabric? Is it a tight or loose fit? A video can answer those questions in a heartbeat.

3. Improve understanding

Not only do videos increase engagement but they also help customers understand your products' features and benefits better. People sometimes need a little extra push to make that buying decision, and video can provide the nudge they need. According to a report by Hubspot, 97% of marketers say that video has helped increase user understanding of their product or service. By giving a more detailed look at your products, you can help customers feel more confident in their buying decisions. After all, 73% of consumers say they are more likely to buy products after watching videos that explain how it works.

4. Build Trust

Trust is the foundation of any good relationship, and that goes for the relationship between you and your customers too. By showing off your products in a more realistic and authentic view through videos, you can establish credibility with your customers. People want to know that what they are buying is legit. Bonus, that can lead to loyal customers and repeat business. 44% of consumers say they would buy multiple products from an ecommerce website that features product videos. Now, that’s a win.

5. Reduce Returns

By giving your customers a crystal-clear understanding of your products through videos, they are less likely to be disappointed with their purchase and you’re effectively reducing the number of returns you will have to deal with. Almost 50% of people cite “my products won’t look the same when they arrive” as their biggest concern when shopping online, creating videos can help to reduce the number of returns. Fewer returns equals fewer headaches for you and your team and a direct affect to your bottom line.

6. Improved Customer Experience

There is no doubt that the customer experience is the crucial aspect of any e-commerce business, and using video can be a game changer in this regard. By tailoring your product videos to your customers needs and interests you can make the shopping experience seamless and compare closer to walking into a store. According to Daniel Newman in his 2020 Forbes article, 86% of users are inclined to pay more for a great customer experience. Using product videos can help bridge the gap by providing a more immersive and interactive experience that can create a sense of excitement and anticipation around your products. Video is a game-changer when it comes to creating that experiential takeaway.

Whatever your reason, using product videos on PDP can give your brand the competitive edge it needs. By creating high-quality videos you can boost brand building, increase engagement, improve understanding, build trust, reduce returns, and enhance the overall customer experience. With videos, you can captivate your audience, showcase your products in action, and leave a lasting impression that drives conversions.