Adding product videos can improve conversion rates for ecommerce sites

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 15, 2019, 9:47 AM UTC

64% of consumers are more likely to buy a product after watching a video.

This piece states that unlike a physical store, online consumers rely heavily on the virtual experience while browsing ecommerce websites. Product pages must then be optimised for them to be able to drive conversions.

The author suggests ecommerce brands to hire professional photographers to be able to tell the “full story” of a product. Including a video can further help consumers understand the product. The article states that most consumers find product videos to be helpful while making a purchase and 70% of marketers believe that videos can convert higher than all other content types.

Along with product images and videos, marketers can also leverage product descriptions effectively. Businesses could describe their products depending on the audience it is aimed at. Marketers can also supplement product pages with social proofs like customer reviews.

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