Worth 60,000 Words: The Power of Video in E-Commerce
We’ve all heard the saying, “A picture is worth 1,000 words.” But did you know that your brain actually processes videos 60,000 times faster than text? In a crowded, direct-to-consumer space, video can be leveraged as a valuable way to help create connections, as well as help e-commerce companies stand out to their target customer. Here are some reasons why using video in e-commerce can give marketers a leg up.
Video Can Be a Tactic to Convert Visitors Once They Land On Your Site
With the direction consumers are heading, there are visitors that are looking to be sold — or least engaged before being sold. For example, if your e-commerce site is selling red low-tops, then consider hosting a video of a relatable human galloping on a beach with red low-tops. This visualization can draw out a whole new set of emotions that simply can’t be matched in a static catalog format. Not to mention this will show your customer the extra effort you’ve made to engage him or her.
Even though the aesthetic judgement of your website will vary across the board based on a visitor’s prior shopping experiences and expectations, it's important to note that a site’s layout, color palette and organization will always need to add up for the customer, especially as they decide whether to ultimately make a purchase.
If a consumer feels that a site is too boring or resembles a glorified PowerPoint, he or she will move on to the next online store. On the other hand, if your site looks as though it was taken over by a giant YouTube clip, visitors can be put off by this as well. When deciding how to incorporate video into your e-commerce site, be sure to search for that happy medium.
We’ve broken down successful uses of video in these following examples:
The “Be a Hero” Campaign: Wolf & Shepherd
Wolf & Shepherd runs a daring and brilliant campaign to introduce its new Toro Collection. The company makes dress shoes that are as comfortable as sneakers, and are even able to keep up with wild bulls. Cool concept, right? While we all don't have the marketing budgets or approval to tango with massive beasts in life-threatening situations, this is a great example of thinking outside the box.
The “I Could See Myself in That” Campaign: Everlane
When it comes to giving you an idea of what those jeans are going to look like in real life, Everlane accomplishes just that. The apparel brand, known for radical transparency, gives users short videos on every product page. Everlane makes it easy to imagine yourself in every different color, and by its use of models with different body types, you aren’t left wondering, “But is that going to look that good on me?”
The “Modular & Adaptable” Campaign: Burrow
Want your customer to believe that furniture can be easy and intuitive to assemble? Use a simple video like Burrow does to help your customers envision how to make it work. Burrow has a beautiful, short-looping video that helps site visitors see how to snap together its modular furniture and be ready to lounge in no time.
All Right, What Now?
When incorporating video into your e-commerce site, the key is finding a balance that makes sense. Consumers shouldn't be watching product highlight reels for hours-on-end, and the same goes for your team. Once trust is developed, you can then focus your efforts on conversion and work on measuring interactions before, during and after video engagements.
Jonathan Smalley is the CEO and founder of Yaguara, a growth management platform for e-commerce companies moving from a reactive to a proactive strategy.
Related story: How Herman Miller is Using Video to Boost its Bottom Line