October 13th, 2011There are a lot of reports about the positive effects online video has in increasing engagement and conversion rates. I think it’s still one of the most under-utilized tactics for ecommerce sites. There are different kinds of videos that can be used for different purposes, just like different kinds of content for each stage of the conversion funnel.
Brand awareness: This is your typical commercial. Usually you have to pay money to get people to watch these. Hopefully you can make something compelling enough that people will enjoy and want to share with their friends.
How to: These are videos not specific to your product but that answer the questions people search for. Lowes does a good job with this, if you Google “How to Install a Glue-Down Engineered Hardwood Floor” Lowes is right there with helpful content related to their products and services. Lowes isn’t pitching their product, they are earning attention instead of buying it.
These videos are also huge for driving organic traffic; Youtube is the worlds second largest search engine. According to some reports, videos “stand about a 50 times better chance of appearing on the first page of results than any given text page in the index.”
Category Education: Videos don’t have to only live on product detail pages. Videos on category pages can explain collections and broader use cases than on just the individual product level.
Customer Service: Videos can go a long ways to help users navigate a site, answer questions about the assembly or use of their purchases and answer customer service centric calls like how to return a product. All of these types of videos save money deflecting calls from customer service call centers and make customers happier that they don’t have to call.
Product video: The traditional product video explaining the use of the product. Missing from a lot of these videos is showing the product in context. Too often product videos are done inside a beige studio with a stale person showing all the product features. There is a much bigger branding and emotional aspect that these videos could capitalize on by showing the product being used in its intended setting with people who reflect the aspirational style of the customer.
The most focused on types of videos are the brand awareness and product videos, but there are a lot more opportunities in between.