Using Video to Boost E-Comm Performance

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The holiday season is upon us and major retailers are betting big on omnichannel retail. As giants like Wal Mart, Target and Amazon gear up to handle forthcoming surge in online shopping, brands should also be taking stock of their online experience. Investing in your brand’s digital content and e-comm experience may seem like only a small piece of the marketing equation, but it can be a critical one.

In particular, video content has been proven to boost sales and improve conversion. When it comes to giving shoppers a close to IRL experience, video can’t be beat. From detailed product information to FAQs and tutorials to recipes and inspiration, video content builds shopper engagement and drives trial. 

building out ZeroWater’s online experience with custom product wireframes and how-to videos

Why might this be? First of all, audiences already love watching videos. According to a report from Hyperfine Media, 1/3 of online activity is spent watching videos*. From YouTube to TikTok to Reels, we are primed to engage with the format. Secondly, videos provide a convenient and engaging platform to quickly share product information, answer common questions and close any gaps between consideration and purchase. Per a survey conducted by Builder Fly, 77% of consumers say they’ve been convinced to buy a product or service by watching a video and 69% say they prefer to watch a video to learn about a product or service.   

When PB2 was looking to boost their Amazon presence, we created a custom sizzle video to educate and entertain, highlighting product attributes, nutritional benefits and recipe ideas. For Eggland’s Best, our redesigned pack included a QR code linked to the brand’s YouTube channel, which features recipes developed, styled and shot by our in-house team.  

The Takeaway: People love watching videos and are primed to engage with the format. As omnichannel and e-comm sales become increasingly critical for brand health, video content is an easy and effective way to build trust, attract shoppers and drive sales. 

Interested in learning more about our video and e-comm capabilities? Get in touch! 

*source: https://www.builderfly.com/5-reasons-ecommerce-product-videos-will-increase-sales/

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