Video has gained considerably in prominence as an online marketing medium in recent years. Whereas it may have once been little more than a supporting element, for many customers browsing an ecommerce site, it may now be the primary device through which they learn the basics about a given product and what it does.
However, it’s still perfectly possible for a product video to be posted on your site that does little or nothing to boost sales. In short, just uploading a video isn’t enough – it also needs to be the right video. That means it’ll need to boast the below characteristics and components.
A clear and concise message
Does your product video hook in the shopper by telling them precisely why they need the product? Any fluff in your video can be fatal to your chances of actually selling the product. This is a medium through which to communicate purposeful facts, in a running time of one minute or less.
An opening that grabs attention
Those browsing your store in search of a product don’t usually have much time to waste. Your video should therefore make clear straight away, what problem the given product fixes. The intro should be all about being relatable to your customers – otherwise, they’ll quickly hit that browser ‘back’ button.
Compelling and evocative content
Of course, the tone that your product video should have is likely to be greatly dictated by the product itself and your target audience. However, emotion is a powerful force driving many purchases. You therefore need to consider what is most important to your target customers, and then play on it in your product video.
References to the user’s pain point
A good product is all about resolving a problem – in other words, alleviating a customer’s pain point, or even several. This means a great product video will discuss at least one such pain point, perhaps by showing a customer struggling in a certain hypothetical situation, and then finding their problem to be solved by use of the product. It’s best not to overdo the number of pain points you discuss, however, so that you don’t muddle your product video’s overall message.
A decisive call to action
It’s worth remembering that with video having come to prominence online alongside the rise of optimised mobile websites like those that we create here at Piranha Designs, there’s a good chance that a large proportion of those viewing your video will be doing so via the small screen of a smartphone. This makes it all the more vital for your video’s call to action to be eye-catching and clear, perhaps achieved with specific instructions or icons that the user can tap.
Are you looking to bolster your online business’s fortunes with a brand new website design during 2019? If so, the Piranha Designs team would be delighted to hear you – feel free to contact us via our Gibraltar, Edinburgh or London offices today.
