Can you imagine buying a product without being able to read about any of it’s features? What if you couldn’t see it? The listing had no text, no pictures… just a price and a model number. How likely would you be to purchase this product over another that had great photography and in-depth descriptions?
Consumers today expect to learn information in video format just as you would have expected pictures and text in the above scenario. Yes, consumers still view product images and text, and they too are very important, but product videos also make a major difference in a consumers likelihood of purchase.
Here are the top 8 reasons you need to have a features video for each of your products on Amazon:
#1: Consumers love video, and they now watch a ton of it online. It’s a fact, consumers love video and 1/3 of all online activity is now watching video. Internet speeds have finally reached the point where the large majority of the U.S. market can easily stream video without waiting or worrying about data caps, even on our mobile devices.
#2: Consumers want even more videos. A study by BigCommerce recently showed that 30% of consumers want more video from ecommerce sites, and Animoto found that 4 times as many shoppers wanted to learn about a product from a video than to read about it.
#3: Consumers lose interest if your product does not have a video. Research has found that 25% of consumers lose interest in a product if the web page does not contain a video. In fact the same study found that 59% of consumers watch a video more than once before purchasing a product.
#4: Shoppers retain more information from video. People who watch a video retain 95% of the message compared to 10% when read in text. 77% of consumers say they’ve been convinced to buy a product or service by watching a video.
#5: Product videos drive more traffic to the page. Video drives a 157% increase in organic traffic from search engines, and a 105% increase of time on site. Having a video on the product landing page make it 53% more likely to show up on page 1 of a SERP.
#6: Consumers who have watched a product video are more likely to purchase. Though the exact percentage varies by study, it is clear to say that consumers who have watched a product video are much more likely to convert. Adobe found online shoppers who view demo videos are 1.81x more likely to purchase than non-viewers. Wyzowl’s study shows that 74% of users who watched an explainer video subsequently purchased. Aberdeen reports that websites that use video have had a conversion rate of 4.8% compared to 2.9% for non-video.
#7: The data shows that video is a good investment. 72% of businesses that use video believe it has improved the conversion rate of their website, and 64% believe it has directly led to increased sales. 76% of businesses believe video provides good ROI. 52% of marketing professionals worldwide name video as the type of content with the best ROI.
#8: Not only are videos important, but they must be correctly formatted. Studies have shown that 4 out of 5 shoppers will leave a product page if the video is slow to load. Reports have also shown that up to 85% of videos on sites such as Facebook are watched without audio, making it important to create videos that are easy to follow without sound. Nearly two-thirds of consumers prefer product videos under 60 seconds.