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How product videos can improve conversion

If the human brain processes images 60,000 times faster than it processes text, it is logical that including images and videos in your content strategy will have serious benefits.

When a wall of text is too long, people may not stop and read it. Images may lack the depth of information needed to satisfy a searchers needs – so how best to capture and keep attention?

Whether it’s an e-commerce product video or a software demo, research has shown that given the choice between watching a video of a product or reading about it, consumers are four times more likely to watch the video. One in four consumers surveyed by Animoto last year stated that they would actually lose interest in a company that didn’t have video, with four in five respondents saying that having a video to demonstrate how a product or service works is important to them.

Consumers prefer visual content to customer service.

Yes, you read that right. Around two thirds of consumers would rather use visual content to get information than have to interact with customer service at all when they’re shopping online. Providing users with high-quality video content not only provides an overall better user experience, it could also save you money by allowing shoppers to take a more self-service approach.

video_marketing_boohooPopular fashion brand Boohoo.com are known for their handy product videos, which show the clothes you’re considering in a catwalk setting – allowing viewers to see exactly how an outfit should fit and move when worn, just as you might in a store fitting room.

Video by numbers:
• Adding video to an email leads to a 200-300% increase in click-through rate
90% of users say that product videos are helpful in the decision-making process
• Social video generates 1200% more shares than text and images combined
• Marketers who use video receive 41% more web traffic from search than non-users
• Videos have the highest click-through rate of all digital ad formats
• Replacing an image with a video on a landing page increases conversions by almost 13%

With these figures in mind, it’s clear to see what a substantial impact video can have on a marketing campaign. 300% more click-through rate in emails, 1200% more social shares than text and images, a 13% increase in conversions just by making a switch on a landing page – even utilising free and instant user-generated video content is an invaluable move.

Humans respond better to sounds and visuals than they do to vast swathes of text, so it’s important to find the balance between each when you’re building content marketing strategies.

Video can allow your brand to convey its message more effectively than any other format – get in touch for more information about how we can help your brand with video marketing.