May 10, 2021

How to Use Video Marketing to Increase Your Ecommerce Conversions

If you’re looking for a quick, easy, and relatively inexpensive way to help boost the performance of your ecommerce pages, adding video marketing to your marketing strategy could be your answer. Videos give you a chance to show your customers what types of products you offer and how to use them. They let you engage with your customers on a more personal level and can convince a customer to buy a product. In fact, a recent study found that 95% of people have used a company’s explainer video to better understand how a company’s product or service works, and a whopping 81% of consumers said they decided to purchase a product or service after watching a video.

Are you ready to get started on your ecommerce video marketing strategy? Here’s what you need to know to get started.

Why Video is Important for Ecommerce Websites

Adding video marketing to your ecommerce site just makes sense, when you think about it. After all, when it comes to buying products online, your customers don’t want to just read about a product. They want to see what they’re getting. There’s nothing better to tell a story than a video, and numerous studies have proven that adding video marketing helps increase conversion rates and engagement rates.

In addition to helping users make a buying decision, 80% of websites indicate that they’ve seen an increase in the amount of time a user spends on their website when they have videos. Time on page is a key indicator for rankings, so adding videos that encourage engagement can help you rank higher in SERPs, leading to more traffic and more conversions.

Now, as a small ecommerce site, you might be seeing dollar signs and think that adding video is way out of your budget but—thanks to the popularity and growth of video—it has become relatively inexpensive to get a video done. The quality of the content in the video matters as much as, if not more than, the quality of the video itself, so even if you don’t have a huge video budget, you can see an impressive return-on-investment (ROI) if you include the right type of content in your ecommerce videos.

Types of Short Marketing Videos to Use on Your Website

When it comes to video marketing, you have a lot of options. The types of videos you choose to make—and where you choose to put them—will depend on several factors including your audience, the type of page the video is on, and what you want people to do after they’ve watched your video (essentially, your call-to-action or “CTA”).

The most popular types of marketing videos are product demos, how-to videos, and explainers, according to a report from Vidyard. However, any type of video that helps tell your brand’s story and helps customers decide whether to buy your product can be great additions to your ecommerce site.

Video Marketing Type #1: Product Videos

Product videos are great for highlighting the features on your product and showing it in action. You can include product videos on your product landing page as well as on social media channels where you promote the product. Your product videos are more advertising videos than how-to videos, which are what customers who have already bought the product will look for. To get help creating your own product marketing videos, check out the new video production from local filmmakers at 99designs service.

Video Marketing Type #2: How-To Videos

How-to videos do what they sound like—they show a user how to use a product or service. These are helpful for things like showing customers how to use a product and how to troubleshoot any issues. You can also use how-to videos to address common questions that you receive about a product.

Video Marketing Type #3: Explainer Videos

Explainer videos are sort of like introductions to your company or your products. They’re more general than product videos or how-to videos because they give viewers an overview of who you are and why someone should care about your company, brand, or products. Explainer videos can be especially helpful for software or other technical products that can be more difficult to explain and understand through just written text.

Video Marketing Type #4: Story-Based Videos

Videos with a compelling narrative draw people in and make them want to learn more about your company, product, or service. A story-based video works well to describe your business and its founding. You can also use it to describe why people need your product or service and show how your product or service can easily solve problems in their lives. These videos are easy for viewers to remember since they touch on their emotions and make them feel connected to you.

Video Marketing Type #5: Product Reviews & Testimonials

More people trust reviews than ever before. In fact, a recent Spiegel study found that 95% of consumers read reviews before they decide to buy something. Video reviews are even more powerful since they show other consumers that purchased the product. Product review videos are the most popular type of video on YouTube, with 62% of consumers watching product review videos before deciding whether or not they want to buy a particular product. Video reviews and testimonials don’t just help consumers decide to buy a product. They also increase the trustworthiness of your brand.

Video Marketing Type #6: Educational Videos

These videos demonstrate your expertise in your industry. They don’t need to be geared toward a specific product or service, but should rather speak to how you’re an expert in your niche. Educational videos help people understand your niche and build trust with potential customers. You can include them on your home page and on social media channels.

Video Marketing Type #7: Facebook Live or Instagram Live Videos

Engage directly with your community through Facebook or Instagram live videos. These videos are simple to make and can help create buzz around a grand opening, a product launch, an in-store event, or any other timely event.

How to Create Compelling Video Marketing for Your Ecommerce Store

Now that you have a better understanding of the types of videos you can create, it’s time to work on the video production side of things! Here are some things to keep in mind when you’re ready to make videos.

Choose the Right Format & Content for Your Audience

You can and should create videos for every step of the buying funnel. Make sure your videos reflect where your customers are in the buying process. Your home page, for instance, might include a narrative explainer video describing the company and its origins, while your product landing page might feature a product video along with testimonials.

Understanding who your audience is and why they’re watching your video (to learn about the company, to figure out how the product works, to see how others like it, etc.) will give you insight into how to talk to them. You want to speak to them in a way that recognizes where they are in the process and highlights that you understand their pain points.

Set Goals & KPIs

Everything you put on your website should have an objective. Set goals for yourself so you can measure your progress. Here are some guidelines for how to set key performance indicators (KPIs) based on the type of video:

Awareness Videos
The goal of educational and explainer videos usually is to gain awareness. You can measure how effective a video is based on:

  • Impressions
  • Unique users
  • Views
  • Increase in brand awareness
  • Increase in ad recall

Consideration Videos
The goal for these types of videos is to move a customer from consideration to buying. Some product videos and how-to videos can fall into this category. You can determine how effective your videos are based on:

  • Watch time
  • Increase in brand interest
  • View-through rate

Buying Videos
When you have a video designed to get a viewer to buy your product, you can measure its effectiveness based on:

  • Sales
  • Calls
  • Clicks

Tell Your Story

Every video has a story, whether it’s about company history or how a product works. Create a script that effectively tells that story as concisely as possible. Most consumers (95%) think a video should be less than two minutes long, and explainer videos that are less than 15 seconds long are shared 37% more often.

Include a Call-to-Action

Make sure to include your call-to-action—whether it’s to visit your website, buy the product, schedule a demo, or follow you on Facebook. Viewers should know what you want them to do once they’re done watching your video.

Don’t Forget About SEO

SEO matters for video as much as it does for written content. Include a transcript of your video on your YouTube page, and make sure your video title is optimized for SEO to include the right keywords you want to target. Create an engaging thumbnail to encourage people to click on it, and make sure the page your video lives on is already optimized for the same keyword query.

Share It

Don’t just keep your video to yourself! Share it on your social media profiles and on ad campaigns and email campaigns. The more people see your videos, the more they’ll engage with them, and the more they’ll trust and recognize your brand.


There you have our top tips on how to use video marketing to increase conversions on your ecommerce store. Test out video marketing on your own store to see what kind of an impact it makes!

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