How to Drive Revenue from Your eCommerce Product Videos

May 29, 2019 BY KAIT BOWES
Updated: July 21, 2021

Video empowers brands to show their products in action.

Today’s consumers seek a retail experience that offers the best of both the on- and offline shopping worlds—combining personalization with competitive prices, choice with detail, and product tangibility with convenience. In this competitive marketplace, how can brands deliver this new eCommerce shopping journey that consumers seek? Video.

After all, video empowers brands to show their products in action—and gets viewers closer to an in-person shopping experience at home. Here’s an overview of the steps you should take to create engaging eCommerce videos that drive sales and increase cart values.

Create the right content

Of course, your videos will achieve the best results when they resonate with your target customers and give them that final push they need to click “Add to Cart.” Follow the steps below to define the best video strategy for your brand.

Consider your audience

In order to ensure your production time and money are worth the end results you achieve, you need to think about what type of eCommerce shopping experience your customers are looking for in the first place. Ask yourself the following types of questions:

  • What do your customers want to know about your products?
  • Where are they most active online—and how can you reach them there?
  • What steps does their product research process usually entail?

Once you understand the answers to these questions, you can create content that resonates best with your audience—and develop a distribution plan to reach them where they already are.

Define your brand style

As is the case with all content you create, it’s critical that your videos align with your brand style so that you can provide a consistent customer experience. Consider everything from your tone and messaging to the individuals you put on camera through the lens of whether they are in accordance with the overall image you want to create and maintain for your brand.

Determine your goals

In order to get the most out of your eCommerce video content, you need to define your specific goals before you begin brainstorming a concept. Are you looking to increase brand awareness and reach new audiences? Are you hoping to convert a certain percentage of viewers? Are you aiming to promote a particular product or line? No matter your goal, defining it from the onset will help you achieve the best results.

Take it to the next level

Once you have your basic strategy in place, consider how you can provide an even better viewer experience.

Incorporate interactivity

Interactivity is an extremely popular feature in today’s video space. By creating shoppable videos, you can make it even easier for your customers to make a purchase. After all, they won’t need to leave their current window to add something to their cart—decreasing the overall number of clicks from watching your video to buying your product. Consider incorporating calls-to-action and add-to-cart functionality to convert more viewers into buyers.

Add captions

Your eCommerce video content had even more potential when it's accessible for all.

Your eCommerce video content has even more potential when it’s accessible for all. By adding captions, you can ensure your message gets across to those who are deaf or hard of hearing—and to viewers who have neurological disorders or learning disabilities, who’ll benefit from seeing and hearing your video content at the same time.

Incorporating captions not only empowers you to engage with the deaf and hard-of-hearing population, but it also can give your videos a powerful search engine optimization (SEO) boost. When you don’t caption your videos, search engine bots rank your content solely on its metadata. But when you add captioning into the mix, bots can read and index your videos more accurately—based on your script.

Captions also allow your audience to view videos in sound-sensitive environments—from public transportation to the library. This is extremely valuable in today’s marketplace, where customers are always on the go.

Adjust your strategy

In order to maximize the potential of your eCommerce video, you need to continually refine your strategy based on what is and isn’t working.

Review your analytics

Integrating with an analytics platform empowers you to get a solid sense of how your videos are performing—and if your content is meeting your previously defined goals. In particular, it can be valuable to review this data for insights into:

  • Your viewers: Who is viewing your content? Where are they coming from?
  • The viewing experience: How long is your video being viewed? Which devices and operating systems are your audience using?
  • Performance: Where is your content performing best (i.e., your mobile app player, your homepage, your social channels)?

Once you have an understanding of these metrics, you can optimize your next video accordingly. For instance, if your video is receiving the most views on a particular channel, you can develop your next video with the length and content best practices for that channel in mind.

Consider customer feedback

After you have a few eCommerce videos under your belt, you can perform some A/B testing to compare the results of your different efforts. Of course, your analytics come into play here, but don’t forget to evaluate customer engagement. If you shared or promoted this content on social, did certain videos receive more likes, shares, and positive comments? This information can be a good indicator of the type of content that catches your audience’s eye and keeps them engaged.

You can also look to your customers when it comes time to decide which types of videos to create next. If you collect feedback through customer surveys or other sources, use this information to further understand the type of information your audience is looking for and build out your video content accordingly.
It’s clear that video can be a powerful tool for engaging your eCommerce audience and moving them along the sales cycle. By following the steps and best practices laid out in this guide, you can ensure you get the best return on investment for these video assets.

To learn more about driving revenue with eCommerce video, download Brightcove’s new whitepaper, Humanize the Online Experience: Video’s Role in Today’s Ecommerce Marketplace.

Learn more
This is a guest blog written by Kait Bowes, Senior Demand Generation Manager at Brightcove. She’s laser-focused on using data and creativity in digital marketing to reach and convert Brightcove’s target personas.

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