Like it or not, video is one of the most powerful ways to drive results for your ecommerce business and studies back up this claim:
- There’s a 105 percent increase in time on site.
- Conversions are 2 times greater on sites with video than those without.
- Website visitors are 64-85 percent more likely to buy a product after watching a video.
In essence, videos help capture a visitor’s attention and makes it more likely that they will make a purchase. So how can you utilize videos effectively during each step of the consumer’s journey?
The customer journey
The customer journey, also known as the sales funnel, outlines the various stages customers go through when introduced to a new company or product. While customers might enter and leave the funnel at different areas, it’s imperative to have the right content in place so that when they return they receive the correct message. So what are the different stages of the customer journey?
When potential customers navigate to your site, they won’t know anything about you, your product or your message. Your goal is to build awareness and inform them of your brand. This touch point should pique their interest and show them exactly who you are and why they need your product in their life.
A simple About Us video is a great way to humanize your brand and set the tone. It should highlight who your target audience is and how your product fits in their life. You can make it inspirational, humorous or more professional based on your ideal demographic. Make sure that you keep the video short (around 1 to 1.5 minutes). This ensures the customer will watch most of the video. Make sure to put the most important information in the beginning of the video in case they don’t watch the entire thing.
At this point, the customer knows what you offer and what you stand for. This is the time to highlight your product and how it can help potential customers reach their goals or make their life easier. It should also highlight how you are different from your competitors. Explainer or “How it Works” videos are a great option for this stage as it showcases the full potential for your product and how it fits into their life.
You don’t want to go too heavy into the specs or technology of the item (unless this is a selling point). Instead it should show how it can solve specific pain points of the customer. This helps create a strong connection with the audience.
At this point you’ve already grabbed the customer’s interest, now you need to guide them into crossing that final hurdle and making a purchase. One of the biggest concerns for first-time customers is trust. Since they have never bought from you before they don’t know how well your product works or how good your customer service is. This is a great place for customer testimonial videos. These help build credibility and trust since it connects with the viewers on a personal level since they are real people. You can also reach out to top influencers to create product reviews.
Make sure to keep the reviews short – probably no longer than 60 seconds.
Once you’ve converted first-time customers, the next stage is to retain them and encourage repeat purchases by keeping them engaged. Some of the best video options here are tutorials, vlogs/live streams or inspirationals. You want to ensure that you have a steady stream of content to offer them for your old and new products. Something as simple as a “how it’s made” video for your products can help keep customers coming back. Better yet, why not offer up some creative ways they can use your product to solve other problems?
Another great idea is to show some vlogs or a live stream of the people in your business. Once again, it helps humanize your company and allows for a much deeper connection to the audience. Encourage your customers to submit their own videos detailing how your product has helped them and post those to your channel as well.
Once you’ve built up enough loyal customers you want to encourage them to spread the word to their friends and family across their various networks. While all of the stages are important, this one allows you to bring in customers who already have trust in your brand thanks to your loyal advocates. They provide the necessary social proof to further build your exposure and reinforces your positive brand image.
At this stage, your customers already believe in your product so you want to keep them interested and offer videos that are easily shareable. These can include videos on company news and culture, user generated content and more. Social media sites like Snapchat and Instagram are great opportunities to engage with your audience.
Since the goal here is to share this content, you want to keep these videos to less than a minute in length. Funny or inspirational posts tend to get the most likes and shares so make sure to keep this in mind when producing your videos.
If you aren’t already using videos for your site, it’s time you start embracing it as more and more companies are using it to keep consumers interested. Of course, it takes a lot of time to create these videos. Don’t fall into the trap of creating a lot of videos if you can’t put in the time to make it appealing. Quality trumps quantity so make sure your videos engage, appeal and connect with the audience.
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