A successful store is made up of a variety of content and could include written text descriptions, images, blog entries, reviews and increasingly, videos.

Research has shown that using videos in your ecommerce store can radically improve your conversion rate and generate more sales.

In fact, one study revealed that customers were more than 60% more likely to buy your product after viewing a video of it.

It’s these kinds of statistics which are really compelling but if you still need convincing, here’s some more information about how video content could enhance your ecommerce store.

Get it on Google

Although you might have some traffic driven to you via direct marketing, you will inevitably be looking to push your store high up the Google rankings.

By improving your SEO score, you will improve your Google ranking and in turn are more likely to be seen by potential customers searching for the products you offer.

There’s lots of ways to push your store higher up the Google search results, but the majority are constantly changing and take a lot of hard work to maintain. Video content offers an easy way to score highly and it’s relatively easy to achieve too.

Videos now have separate entries in the Google search results which mean that you’ve got an even better chance of being seen, especially if your competitors aren’t yet up to speed.

Google also ranks your site on the length of time visitors spend there, so as video content will keep them engage for longer, it’s a win-win situation.

Word of mouth

Reaching your target audience can be achieved in a number of ways but one of the most compelling is word of mouth.

Getting someone to share your content is invaluable and can give you a reach which would otherwise be hard to achieve.

Research has repeatedly shown that video content is much more likely to be clicked and shared compared to a page of pure text.

In addition, content which includes a video thumbnail is far more likely to be clicked on than a link which has no attached image.

Capture their attention

Marketing experts suggest that you have no more than 10 seconds to capture the attention of your customer before they click away and leave your site.

You might be a master wordsmith but written content often doesn’t do your products justice. In the modern digital age, customers are used to being bombarded with vivid bright images and shown products in full, glorious detail. Having to read long chunks of text to find out exactly what you’re offering is likely to be simply too much effort.

A video by contrast will engage your customers immediately and enable you to far more effectively convey the energy of your brand, and show off your product to its full potential. A picture is worth a thousand words…..and when that pictures moves as well, its ecommerce gold.

Encourages loyalty

By creating a video, your customers will have the opportunity to see what’s behind the brand and to connect with you more directly.

This engagement is an extremely successful marketing technique and has been used to great effect in social media. Having a more personal connection with your customers provides a much greater chance of them developing brand loyalty, and feeling like they’re being given a more individual buying experience which is tailored to them.

Looking at the research it’s hard to see why any ecommerce store isn’t making the most of video content. From capturing the imagination of a potential customer, to ranking more highly on Google, video content is set to rule the internet….at least until something even better comes along.


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