Blue Wave Marketing Blog

Want Better Conversion Rates? Add Videos to Your Product Pages

by John Moran on Mar 16, 2015 8:21:00 AM

published on Mar 16, 2015 8:21:00 AM

One of the best ways to put money back into your business' wallet is by increasing your conversion rate. Drawing visitors to your website is month thing, but converting them is a whole other challenge. 

Video is your answer. A new study found that 88% of respondents increased their conversion rate simply by adding video to their product page. Retailers, for example, found that their conversion rate was boosted by an incredible 79% when they had videos on the majority of their product pages. 

Taking advantage of this opportunity is easier than you think. Here's what you need to know about product page videos, and how to optimize yours to drive the most conversions possible:

Want better conversion rates

If this is your goal, video is your best bet!

Types of Product Page Videos

A video on your product page is slightly different than other types of videos. The visitor is already looking at specific products, so you don't need to brand or advertise. Rather, the video should be focused completely on the specific product. 

Generally, these product-specific videos come in two varieties:

Product Demonstrations
These will be your bread and better. A product demonstration video will either describe how to use a product, or describe its features in detail. They should be professionally shot and include a variety of clear angles of your product. 

For certain products or services, you can include reviews from actual customers. Using a review from an unbiased source will make you look authentic and instill confidence in your visitors. 

Keep in mind that an overly scripted or staged review will lose your company credibility. Amazon is an excellent example of a company using video reviews on product pages.

Optimizing Product Videos

The most important part of your product isn't the features, it's the benefits. People don't care about why your product will improve their lives, they care about how it will improve their lives. Make sure to include a nifty list of technical specifications on the page, but don't bother wasting time with it in your video.

You also need to pay attention to the length of your video. You want to capture all the vital benefits, but you have to make it as short as possible. In fact, there is a direct correlation between views and length of a video: the longer the video, the less views it gets. Ideally, you should shoot for a video between 1-2 minutes long.

Lastly, make sure to optimize your videos for mobile viewing. Roughly a quarter of all product videos were viewed on mobile devices last year. As mobile usage continues to grow, that number will only increase. 

Want better conversion rates

This is the majority of your visitors after watching a video for three or four minutes.

At Blue Wave Marketing, we're experts at building the perfect videos for your business. If you'd like help with your product videos, feel free to reach out to us by visiting us at our website or calling us at 617-576-3100.


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