How to Use Video to Increase Conversions and Sales in Your Ecommerce Business

How to Use Video to Increase Conversions and Sales in Your Ecommerce Business

Video is insanely popular, yet using video is still one of the most under-utilized ecommerce strategies. We’ve talked about the importance of product photography in the past, but great product photos are table stakes at this point. If you want to take your ecommerce business to the next level and blow past your competition, you can’t afford to ignore the power of incorporating video into your mix.

In this post, we’ll show you how you can capitalize on video to help increase conversions and grow your online business.

Why is video so important for ecommerce?
Videos and in particular, product videos can have an incredible ability to increase conversions by better helping people understand your product and provide customers with as much information as possible about the products you offer. In fact, website visitors are 64-85% more likely to buy a product on an online retail site after watching a video.

While this can be achieved through the use of copywriting, images, and user reviews, videos are potentially the most effective way of demonstrating a product and its benefits to your visitors.

There are other reasons you need to be using video for your online store as well. Let’s take a look at some of the most important reasons:

1. Google loves video
In search results, Google displays a mix of search results which include video, image, news, maps, and other mediums in addition to regular search results. Having product videos gives you an extra chance of ranking, especially if none of your competition is using video in their stores and for their products. In addition, research also shows that Google favors and prioritizes sites with video which again means having product videos (ideally hosted with YouTube, a Google owned company) will grant you a greater chance of ranking in search engines.

2. Video is more sharable & clickable
Studies show that people are more likely to share videos than text pages. Additionally, people are also more inclined to click on a video thumbnail than on something with no visual or multimedia element.

3. Video captivates
The amount of time users spend watching video on the internet keeps going up. Watching a video takes little effort compared with reading long product descriptions and posts. Video allows you to engage an audience that may dismiss the information you would otherwise convey through text.

4. If a picture is worth 1,000 words, then…
Video has the ability to convey an incredible amount of information very quickly. Displaying your product via video will give your customer so much more information about it looks like. It is also possible to strike an emotional chord and subconsciously tell customers how they should feel about an item.

How others are successfully implementing video
The main reason many store owners don’t use video is likely because most people think it’s complicated or that they have to create a masterpiece that will go “viral”. The fact is though, implementing a great video strategy for your online business doesn’t have to difficult and many times, even the simplest strategies can give you a competitive advantage.

Let’s take a look at how some companies have implemented video successfully in their businesses, using varying degrees of effort and complexity.

Video Strategy:Storytelling + Product Showcase

Theory11, is one company that goes to the extreme when creating videos for their products. They are high-production and very polished, weaving in their brand throughout. It’s the perfect example of a company that understand the power of video to not only show off the product but to also tell a story.

Video Strategy: Entertainment + Product Highlight

VAT19, self-described “purveyors of curiously awesome products”, sell hundreds of interesting products in their store. As a company that curates interesting product, that means that many of the products they sell are available from other online retailers. Despite the competition, VAT19 has stood out from the rest by adding videos to their product pages and bringing an entertaining and educational element to every product.

VAT19’s video range from wacky to weird, to funny, and some are just entertaining and fun to watch. A video strategy like VAT19’s has paid off well, currently VAT19 has posted over 500 videos and have racked up an impressive 1,300,000 YouTube subscribers to whom they deliver their new product videos as they are released.

Video Strategy: Entertainment + Product Feature Highlight

Using video to entertain and show off their product’s capability was the approach BlendTec took with their video campaign titled Will It Blend?.

The Will It Blend? marketing campaign, comprising a series of YouTube videos demonstrating the BlendTec line of blenders, went viral. In the web videos, BlendTec’s founder Tom Dickson attempts to blend various and unusual items in order to show off the power of their blenders.


Video, despite being so prevalent on the internet, is still a very under-utilized component of most ecommerce businesses. Given how affordable high-definition video cameras are at this point, and the fact that almost everyone has a very capable smartphone with HD camera, means that there is really no excuse for not considering how video can be used for your business.

As you can see from the various examples in this post, your video strategy can differ widely, in terms of both cost and complexity. In the end, you need to determine how video can add value to your customers’ experience and decide on your approach.


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