Econsultancy: 8 ways to use product videos on e-commerce websites

To increase the conversion rate of the website and reduce the number of returns, e-commerce websites need to provide users with as much information as possible. This information can be provided in the form of text, pictures and user reviews, and video is also a potential and effective way to showcase products.

But the use of videos is not limited to just showcasing products, there are many ways e-commerce sites use videos to inform and inform their users. Here are some of those uses:

Personalized product recommendation survey

Morrison's Wine Cellar site uses video to survey users, asking them to answer a few questions in the video and then giving them recommendations on wines they might like. Of course, this survey can also be collected through traditional methods. Video can provide a more interactive and personalized experience.

How-to Videos

Unlike other websites that only display certain special products, Advance Auto Parts has produced a series of instructional videos to tell everyone how to maintain the equipment.

Advance Auto Parts stands out from its competitors by offering a rich video guide. Users who watch the video stay on the site twice as long as those who don’t watch the video.

Select suggested videos

Ski retailer Simply Piste offers tips on how to choose products based on your face shape on its product page. The 9-minute video may seem a bit long, but it works wonders. The company has seen a surge in phone calls about the product, and returns have dropped by a third.

At nine minutes it's quite a long video, but as a result of the information the company has seen a reduction in phone calls about the products and returns have dropped by a third.

Product Category Information Video

In addition to the interactive survey mentioned above, Morrisons' Wine Cellar also uses product videos to inform consumers about the differences between different wine producing regions.

This is certainly a great idea to provide information to consumers.

Product Introduction Video

Simply Beach embeds video clips of models wearing the product on multiple product pages. Although simple, it is an example of giving users a comprehensive understanding of the products they are purchasing.

In response to customer demand, the website was also changed from a catwalk style to a HD static style to provide users with more information. This change led to a 20% increase in conversion rate and a 5% reduction in returns.

Detailed product description video

Zappos lets their employees personally record product videos to answer various product questions that users may be concerned about, which provides users with more information than videos with actors performing demonstrations.

Detailed product description video 2

Simply Hike has produced over 2,000 videos on YouTube, including this one:

After-sales advice

Simply Scuba began providing videos with post-sale advice, informing users of the company’s return policy and letting users know how to inspect their products.

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