The word on the web is that video will be the next big thing for ecommerce in the coming year. Call it video marketing or video commerce, online retailers will need to adopt a video strategy in order to stay competitive and to continue building outstanding customer experience. The reason is simple. Consumers find video content relatable, engaging and inviting. But apart from that, are there any tangible benefits that videos bring to ecommerce? We break down data that highlights the main benefits of video for ecommerce.
1. Consumers stay longer on pages with videos
It’s not enough to say that video contributes to an improved customer engagement. It’s important to pinpoint the areas where this engagement is seen. One such indicator is the time spent on product pages.
Why? Because consumers would rather watch videos than read descriptions. And it has nothing to do with laziness. Videos simply allow us to absorb more information faster than any other content form. According to Invodo, over two thirds of shoppers who play video on retail sites watch video to at least 80% completion. This translates into a prolonged time spent on pages and a longer session duration. The benefits of video is that it gives visitors a reason to spend more time on your site, which lays a ground for future purchases.
2. Visitors browse more on ecommerce sites with videos
Another piece of evidence of how video positively influences customer engagement is the number of pages viewed per visit.
About 12% of visitors will watch video if available on the ecommerce site. Once visitors encounter videos on product pages, they are more likely to continue browsing the site for more content, rather than bounce or exit the website altogether. In other words, the benefit of video is that visitors will engage with the website more if there is video content available.
3. Videos help improve conversion rate
Do videos help retailers sell more online? You can surely argue so. Online shoppers are visual creatures, and for 92.6% of consumers attractive visual content is one of the most influential factors determining whether they will make online purchases. Video is especially powerful here.
73% of consumers say they are more likely to buy a product after watching videos that explain how it works. 44% say they would purchase more products from an ecommerce website that features product videos. Having a video strategy makes a real difference!
4. Videos help boost consumer confidence
Videos give consumers the chance to see a product in action, to learn about its features, and to get tips and ideas on how to make the most out of their purchases. In fact, 57% of consumers say that videos make them more confident in products they buy and less likely to return their orders. 68% of consumers prefer product videos from “people like me”, while 45% prefer product videos by experts. No surprise here either. It’s human nature to trust the recommendations of people like us and those we “click” with.
The benefits of video extend from this point further. The confidence gained from watching product videos turns into to a greater trust in retailers featuring videos on their on product pages. According to this study:
And, since we live in the era of shopping on the go, mobile video viewers say that they are 1.2 times more likely to think more highly of the companies that feature product videos on their websites.
5. Videos help attract more traffic
The debate about whether product videos help with SEO stretches far and wide into the online realm. The rumors are true – having videos helps achieve better search engine ranking and improves website visibility (when done correctly, of course). According to Buffer:
What’s more encouraging is that video content generates on average 3 times as many monthly visitors to a website than other content. Having videos embedded on your product pages is a no brainer, and your video strategy can be a powerful force that pulls extra traffic to your website.
And there you have it, five very real benefits of video for your ecommerce store, all backed by hard data.
Looking to learn more about the kind of videos you can use on your ecommerce store? Check this out.