A product video is a powerful tool for helping consumers discover products and brands online. It helps break the “fourth wall” between the visitor and the website. It makes the online experience more engaging and less flat. It also positively affects consumer intent to buy and influences conversion rates and confidence in purchases.
In fact, 73% of top online retail sites feature product videos on their pages in order to stay relevant to consumers and increase sales. In this post, we look at examples of how some of the leading UK ecommerce sites use videos on their product pages. We’ll see how sophisticated (or not) brands and retailers are in their uses of video, which trends prevail at the moment, and what’s worth testing on your own online store.
1. Use Video Gallery, Like AO.com
AO.com is a good example of how product videos are integrated into product experience on the ecommerce site. The retailer uses product video on almost all of its product pages. Videos are placed in a vertical video gallery right below product photos. They’re positioned conveniently above the page fold, so the visitors can’t miss them. More importantly, visitors won’t bounce to go elsewhere to search for product videos.
Video thumbnails and titles give visitors an option to decide which videos might be more interesting for watching. When played, the video appears in the same spot as product photo, and can be enlarged to full screen.
Video gallery features different types of videos, from AO’s own professionally-made product reviews to videos about a product category. Product video in this example illustrates how videos keep visitors engaged and informed at the same time. We’re likely to see more video gallery examples this year as this e-commerce video trend becomes mainstream.
To the experience even better, AO could consider adding product video made by the brand or consumers to the video gallery. This could give visitors a different spin on the product presentation and richer information. According to ComScore study, when UGC videos are used in combination with professional videos consumer’s share of choice goes up to 35%.
2. Add Branded Product Video, Like Boots
Boots chooses to have product video mostly on the pages of electricals (hair stylers, electric toothbrushes, baby monitors etc). Product pages of beauty, skincare or baby products do not have videos, and this is a missed opportunity. There are over 1.8 billion videos published on YouTube in the beauty category alone.
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Videos are below the fold in the product description section. In this case, this is actually a preferred placement, considering the product page layout. They also display well on mobile.
Boots features only videos made by brands, such as product teaser videos and how-to videos (as in this example). Given that UGC videos comprise 94.5% of product videos in the beauty vertical, the ecommerce site is missing on the opportunity to share this rich and inspiring content with its visitors.
3. Create Short Catwalk Videos, Like Sweaty Betty
Activewear brand Sweaty Betty is a good example of how videos can be incorporated on fashion or sportswear websites. Each page with clothing items has a catwalk product video, which makes shopping that much easier. Visitors can observe how fabric folds during movement and how garment sits on a live model.
What’s interesting about Sweaty Betty is that videos are in the auto-play mode (on the desktop version). They easily catch the eye and lure visitors into clicking on the video to watch it in a larger mode. Unfortunately, videos are not displayed directly on the mobile version of the site. Instead, visitors can see a small play button on the mobile that brings them to the video. This is something worth improving. 65% of UK shoppers research clothing purchases via mobile device first, making it top retail category searched on mobile in the UK.
4. Curate User-Generated Product Videos, Like Tassimo
Tassimo UK features product videos on almost all of its machine and drinks product pages. This allows shoppers to get acquainted with the appliances and to learn how to prepare hot drinks.
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Visitors can find product video in two sections. The first video gallery features product videos from social media. What’s interesting is that Tassimo offers visitors a nice mix of UGC videos, brand, and retailer videos. This gives shoppers a multi-perspective view of the products and helps them get all the information needed to make a purchase without leaving the site in search for extra content.
Unlike other product video examples in this post, videos are embedded from YouTube, rather than uploaded directly to the site. This saves the precious milliseconds of the page loading time. When clicked, videos are displayed in an elegant pop-up overlay on the page.
The second video gallery features more technical videos explaining the Tassimo system for those unfamiliar with the brand. The only downside in this example is that both video galleries are placed way below the fold, after product recommendations. Visitors who not familiar with the site need to discover product videos by scrolling down the pages, which might hinder the opportunity to engage with the content when landing on the page.
5. Show Your Expertise Through Videos, Like Currys
The consumer electronics and appliances retailer has multiple videos placed strategically across the site. In this post, we’ll only look at the videos on its product pages. There is one product video for each item. The video is either retailer’s own or made by a brand.
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The small video button placed above image gallery takes visitors to the product video placed in the product information section. The video is displayed in a large format, which makes watching easy for the visitors.
However, with just a single video, the experience is somewhat flat. One-video approach might work well on fashion and clothing retail sites where catwalk videos give a full information of the garment, but consumer electronics benefit more from multiple videos. In fact, 64% of consumers search for product review videos for consumer electronics on YouTube, looking for UGC, brand and retailer videos.
5. Optimize Videos for Mobile, Like The Body Shop
The brand features product videos on the pages of its best selling products. Although beauty brands own only 4.6% of beauty videos published on YouTube, The Body Shop is a prime example of how to make the most out of this content. Videos are embedded directly from the brand’s YouTube channel, which is a clever strategy to make use of the existing content and to amplify video views.
At the end of the video, viewers can see a preview of the next video from the brand’s YouTube library, which prompts them to engage longer with the content.
What’s interesting about The Body Shop video strategy is the combination of videos made by popular YouTube beauty vloggers with how-to videos made by brand’s own experts. This gives a more diverse and authentic experience of the product on the site.
However, the brand’s video strategy is not without flaws. Videos appear in a strange square format on the desktop version of the site. This is corrected on the mobile site. However, when visitors click on the video on the mobile, they are automatically taken away from the website to the brand’s YouTube page. While this approach ensures videos are displayed properly, it raises a question of how much this disrupts the shopping journey on the e-commerce site.
What Can You Learn from This?
Here are some takeaways you can follow on your own site:
- Try to place product video above the fold. This ensures that visitors see the content right away and won’t drift away.
- Use video galleries. Give visitors enough variety of content to keep them engaged and well-informed about products.
- Add user-generated videos. Make your website experience more engaging with videos created by brand’s fans, industry experts, and influencers. This content works wonders in converting visitors into buyers.
- Optimize videos for mobile. Make sure that your product page design is responsive on mobile devices and that videos are displayed well. 73% of UK shoppers expect to spend more on mobile, and 15% already use mobile as their primary shopping device.
Product video can truly transform the customer experience. When done right, videos have the power to engage shoppers and help them in their shopping journey. Of course, videos reach their true potential only on ecommerce sites which are already well designed and optimized for conversions.
Stay tuned to our next posts where we’ll talk more about visual commerce and how it transforms online shopping.