Web tip: why integrating video is important for your website

Video has always been a powerful form of communication. In recent years online videos have seen massive growth. In fact, just today 89 million people in the United States are going to watch 1.2 billion online videos (Com Score).

So right about now you are probably thinking ‘great video is popular, but how does it apply to my business?’ Studies have shown that video not only helps you convert more customers to purchase, but it also makes it easier for people to find you online. Video provides visitors with an extra way of assessing the product. It allows them to see how it moves, sounds, or works and gives them the extra information they crave when purchasing online.

Converting shoppers

According to Internet Retailer, 90% of online shoppers find videos useful when deciding to make a purchase. Not only is it useful, it actually makes visitors more comfortable purchasing. Ariat, an equestrian sport supplier experienced a 160% higher conversion rate when a product video was viewed and online shoe retailer Zappos increased sales between 6% and 30% when a product demo was used. (Econsultancy).

Improving search

Video content also has a positive impact on your website’s search results. According to several sources, a website with video is 50 times more likely to rank on the first page of Google search results. That can have a significant impact on your business.

Here’s an example I did for fun. When I searched for “Swingline stapler”, the heavy hitters like Amazon, Staples, Office Max and Office Depot all showed up on page one. Not surprising right? Here’s where it gets interesting – the only reason Office Depot appeared on the first page was because of their Swingline stapler product video. The next instance of Office Depot in the search results is on page 3!

Swingline stapler video

You can bet they’ll keep using video on their website with that kind of impact!

How to incorporate video in your website

You have quite a few options for where to place your videos. You can incorporate your product videos right into your product detail page along with their standard static images. If you sell something wearable you may show a model wearing your clothes or shoes, zooming in on special features or details that differentiate your products from the competition. Or let’s say you are selling instruments like Woodstock Chimes. Creating an opportunity for visitors to see and listen to the instruments can turn an undecided visitor into a buyer.

You can also create a separate how-to video section or testimonial page. Mix up the type of videos you produce to keep it fresh and appeal to a wider variety of customers. Add some non-product videos to showcase your overall brand or informational videos that don’t focus on you, but instead help your customers.

For example check out what Melrose International, a leading gift and home décor wholesaler, is doing. They incorporate a variety of videos such as new product previews and design tips and trends in their Melrose Lounge. It is a great way to showcase their products without being too pushy.

Melrose videos

The takeaways

Still not convinced of the importance of video? Online Publishers Association says that 80% of users remember a video ad they watched the past month, 46% of which took specific actions after viewing.

Video isn’t the wave of the future anymore – it’s now! If it’s not part of your online marketing strategy, you’re missing out on an opportunity to stay on top of mind for your customers and stay ahead of your competition.