Using Video In Your E-Commerce Site to Spice Up Sales

Originally posted October 28, 2008

While the internet is great for commerce, there are still elements of the brick-and-mortar world that customers crave.  Engagement, customer service and human interaction are hard to replicate through a website.   Video is a great way to add more of a human side to your online presence.  Here are 3 quick ways you can incorporate video into your e-commerce site.

* Product Demos - Photography helps, but video draws a better picture for the consumer.  Not only can they see and hear how a product works, but they get the benefit of different angles and have an easier time seeing themselves using the product.  Throw in additional product placements and up-sell related products and you’re more likely to increase your average purchase price.  Williams-Sonoma does a great job of showcasing products with video.

* Customer Testimonials – Not only do adding customer reviews to your website increase sales, site traffic and conversion rate, but it also they also connect with consumers on a more emotional level. A well done testimonial adds instant credibility to your product or service.  Martell Home Builders has done a fabulous job of embracing video.

* Video FAQ’s – Most sites have very little time to engage the consumer before they leave for a more gratifying experience.  Adding Video FAQ’s to your site can increase user engagement as well as education.  Video establishes a personality to your brand and better replicates a live shopping experience.

Bonus Tip: Think ahead during the production and planning of these videos so they can be repurposed and used in other areas such as an rich media ad campaigns or social media sites like YouTube for example.