It's crucial for eCommerce brands to showcase their products in the best way possible. Although great product photography is an essential component to increasing conversions, eCommerce product videos also help to convert shoppers into customers.
According to Wyzowl, 80% of video marketers say video has directly helped increase sales. Let that sink in for a second.
High-intent shoppers are likely to watch the video before making a purchase. If you’re ready to take the video production plunge, or are even considering it, creating a concept is often the most difficult roadblock to cross. To help, we've compiled three examples of different product video genres to inspire your creativity and get you started.
eCommerce Product Videos
The Product Features
This edit from Patagonia proves that sometimes, less is more.
The clear and concise walk through focuses on product features and practical applications. By staying top-level, the video keeps moving smoothly and retains customer interest.
This edit also includes multiple camera angles and close-ups to bring the product to life. Features like zippers and belt loops, which might have gotten lost in standard product photography, shine front and center.
If your brand sells solely online, customers miss out on the opportunity to physically touch and feel your products before purchasing. Take advantage of a product video by highlighting the important features customers may not originally notice. Not only does this improve customer experience, but it also increases conversions.
Most importantly, the video explicitly shows all features of the product from different angles. Highlighting everything a customer should know before purchasing your product builds trusts with shoppers and strengthens your brand's credibility.
The Comparison
Working with pragmatic consumers? Try a product comparison video to help them save time and stress.
Unlike an overview video, this edit helps consumers evaluate and compare items in a product lineup. B&H demonstrates exceptional thought leadership and builds consumer trust by sharing an expert and unbiased opinion.
This longer-form video shines because it helps buyers evaluate in-person criteria online. B&H offers invaluable information to help its customers make informed decisions without physically testing each product.
As an added benefit, this edit introduces consumers to new products in different price ranges to help them meet their specific needs and budgets. Consider this genre if you’re working with complex item specifications or differentiators within your product lineup.
The Lifestyle
How do you describe a fragrance online? Sure, you can list formula ingredients and flowery descriptions, but until someone has actually smelled it, they haven’t experienced it. That’s why CHANEL takes a different approach.
Not only does it feature exceptional aesthetics, but it also transcends the product it promotes. When customers purchase CHANEL No.5 L’EAU, they don’t just buy a fragrance – they invest in a lifestyle. This edit’s carefully constructed narrative uses the product as a catalyst for action instead of making it a main focus. As a result, viewers can insert themselves into the story and embody the CHANEL persona.
Although CHANEL’s level of production isn’t feasible for every business, the lifestyle genre can adapt and scale based on specific product offerings.
Conclusion
The first step to getting started with eCommerce product videos is choosing a genre. It's an easy first step; however, the important thing is to actually take the step.
Turn shoppers into customers and increase conversion rates with the right video strategy. If you have any questions or concerns, contact us through the form below. We'll be in touch!
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