How to Increase E-commerce Conversion Rates Through Video Marketing

Not getting enough conversions despite getting more visitors? It’s time to include quality video content in your e-commerce website and marketing process. Also, videos can help you attract more potential customers and build your brand apart from encouraging them to shop.

Ready to get started? Here are ways you can use videos in your existing practices and maximize conversions as a result.

But why videos, you ask? Simple, site visitors prefer video over photos and text.

Since their inception and rise, videos have surpassed other content formats in terms of consumer consumption as they’re both educational and entertaining.

That’s not all! We have curated a list of points to make our case for why video marketing is no longer an option but rather, a necessity for brands in today’s e-commerce space.

Why Is Video Marketing so Crucial to Digital Marketing?

Helps you increase visitor engagement – Not only video surpasses other content formats but also complements and goes hand-in-hand with many information-delivery modes, such as narrative, text, graphics, etc.
Helps you capture the customer’s short attention span – Anything that requires more than 500 words or 10 slides to explain can be done through a simple video under a minute or so before the customer switches tabs.
Helps you clearly explain the product’s features – Videos can help you reduce customer doubts to a great extent by enabling you to effectively communicate and market your offerings.
Helps you attract leads – Unlike other content formats, videos have the power to instantly attract your target audience and turn them into potential leads.
Helps you Increase consumer confidence – Videos provide more information about your brand, method of operation, and the entire line of items. By doing this, you gain your customers’ trust and subsequently their business.

But just randomly adding videos doesn’t help.

Without a strategy in place, videos would simply take up valuable space on your website without bringing in any revenue. In such cases, the right video marketing techniques with strategically placed video content can come in handy.

Also, your target audience has a wide range of options on the internet. Thus, It’s crucial to stand out in order to draw viewers in and persuade them to subscribe and make purchases.

Here are some strategies to help you optimize video conversion to the fullest.

9 Really Effective Video Marketing Strategies to Optimize Conversions

1. Improve video positioning

Let’s start with the most basic idea. Pick the right channel or platform. Be it a landing page, your YouTube channel, social profiles, or your website’s product page — the right kind of video and position is necessary for maximum optimization.

For example, videos on landing pages are most effective for subscription-based businesses, while videos on product pages are best used by e-commerce businesses.

2. Optimize video specs

You post a wide range of video content like product tutorials, corporate culture videos, customer testimonials, instructional videos, and promotional movies across platforms. Not all these videos can be effective in the traditional aspect ratio or dimension.

In such cases, you can make use of an online video editor to edit your videos based on the appropriate spec. Such tools can be the best option for small businesses without an organized marketing team, as it saves both time and effort.

3. A/B testing aids in the development of video CRO strategies

If you’re new to the whole video marketing game, you can try out A/B testing or split testing by having two or more options or variants with your video content (copy and thumbnail), placement, dimension, etc.

In case, if plan A doesn’t work, you don’t have to scratch your heads and go back to the drawing board to start afresh. A simple backup plan will ‘B’ of assistance.

4. Add links to your videos

Your target audience consumes the video content and is impressed by it. What next? A lack of direction here simply puts all your CRO efforts to waste.

Here’s where you can try including links to select sections of the video to guide the viewer to your website or add a signup form to give them the chance to subscribe or to receive further updates from your business.

5. Consult an expert

In case, if you’re unclear on where to start when it comes to videos, you can employ the services of a video-creating company like InVideo that can help you provide the necessary technical knowledge on video marketing.

6. Create unique thumbnails

Consider selecting a smiling person for the thumbnails because a grin communicates friendliness and openness. You may find tools online that will help you make captivating video thumbnails.

7. Create short, interesting, and enjoyable videos

Users tend to lose interest in your promotions over time, so keep them short and simple. Keep your videos under a minute, include content that is understood by all, and don’t be too preachy with your promotions, to make them immediately engaged and entertained.

8. Supply product details

Present your product offerings from several perspectives and provide as much information as you can about them. This includes, but is not limited to, ease of use, durability, product features, advantages, etc. You can also include non-product information such as shipping and returns to improve credibility.

9. Establish the audience's trust

Follow a certain style guide when it comes to your videos. You can put a face to your brand, have similar color and font schemes, etc, to make your target audience more approachable to your e-commerce business and enhance conversion rates by developing trust.

Conclusion

Knowing the best way to provide information to your target audience ensures conversion.

With the digital marketing success of your e-commerce business dependent on offering proper high-conversion videos, it pays off to create effective video marketing strategies using qualified services to boost conversions and hasten sales.

This article is a guest contribution from Larry Gibbs.

How to Increase E-commerce Conversion Rates Through Video Marketing5 min read

Why Is Video Marketing so Crucial to Digital Marketing?