5 reasons why it’s smart to have product videos on your e-commerce site

Miljana Mitic
Mar 15, 2016 · 3 min read

Product videos will be big in 2016. They make shopping online not only easier for consumers but also more effective in terms of customer experience and conversion rates. There are several tangible benefits that product videos bring to e-commerce. Here’s the breakdown of some of the most important ones.

1. Consumers stay longer on the pages with product videos

It’s not enough to say that videos contribute 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.

Product pages enhanced with videos see a lift in session duration of 340%. Why? Because consumers would rather watch product 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 a video to at least 80% completion. This translates into a prolonged time spent on pages and longer session duration.

2. Shoppers browse more on e-commerce sites with videos

Another piece of evidence of how video positively influences customer engagement is the number of pages viewed per visit. Videos contribute to an increase of 127% in pages viewed per session on e-commerce sites.

About 12% of visitors will watch a video if available on the e-commerce site. Once visitors encounter videos on product pages, they are more likely to continue browsing the site for more content, rather than to bounce or exit the website altogether. In other words, visitors are likely to engage with the website more if there is video content available.

3. Videos on product pages help improve conversion rates

Do videos help retailers sell more online? You can surely argue so. Online shoppers are visual creatures. 92.6% of consumers say that attractive visual content is one of the most influential factors determining whether they will make online purchases. Video is especially powerful here — product pages with videos see 37% more add-to-cart conversions than pages without videos.

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. Product videos help boost consumer confidence

Product videos give consumers a chance to see the product in action, to learn about its features and to get tips and ideas on how to make the most out of purchases. In fact, 57% of consumers say that product videos make them more confident in their purchases and less likely to return their orders. 68% of consumers prefer product videos from the “people like me”, while 45% prefer product videos by experts. No surprise here. It is human nature to trust the recommendations of people like us and those we “click” with.

The confidence gained from watching product videos also extends to a greater trust in the retailers featuring videos on their on product pages. According to this study, 45% of consumers would re-visit online retailers if they have product videos on their pages.

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 on product pages helps achieve better search engine ranking and improves website visibility (when done correctly, of course). Pages with video content see an increase of 157% in organic traffic from search engines.

What’s more encouraging is that video content generates on average 3 times as many monthly visitors to a website than other content. Having product 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 reasons why you should make product videos be a part of your ecommerce video strategy, all backed by hard data.

Originally published on Goodvidio Blog.

Visual Commerce (by Goodvidio)

Stories, insights, & tips about product videos and UGC in…

Visual Commerce (by Goodvidio)

Stories, insights, & tips about product videos and UGC in visual commerce

Miljana Mitic

Written by

Content Marketing Manager @Goodvidio. I write about all things video, UGC, marketing and visual commerce. Fascinated by YouTube pop-culture and startups.

Visual Commerce (by Goodvidio)

Stories, insights, & tips about product videos and UGC in visual commerce