Product videos are crucial for online retailers to replicate the in-store experience and significantly boost sales. This episode, featuring Invodo CEO Craig Wax, offers actionable strategies for ecommerce merchants on video content, production, and distribution to maximize impact and avoid common pitfalls.
Key takeaways
For most products, focus video content on features and benefits from the customer's perspective, explaining 'who the product is for' rather than just listing specs. Avoid including price, as it can change and vary across retailers.
Match video length to product complexity. While complex items like GPS systems might warrant longer demonstrations, simpler products like shoes require shorter videos focusing on appearance and real-world use.
Prioritize high production quality, especially good lighting, as it reflects on your brand and product. Consumers gain confidence from well-produced videos; poor quality can deter them.
To maximize SEO benefits, create unique video content for your own site. If distributing to platforms like YouTube, use a slightly modified version to avoid diluting the SEO impact for your primary website.
Use a script for video presenters who are not naturally comfortable on camera to ensure clear, concise, and credible delivery. Authenticity and educational value are key.
Nearly every ecommerce merchant who uses product videos reports that it increases sales. But there are disagreements as to what to include in a product video, how to produce it and where to show it. Invodo is a company that specializes in assisting merchants with product videos, and its CEO, Craig Wax, is here to help us sort through the video issues that merchants face. He discusses these issues with Practical Ecommerce’s Kerry Murdock.
Frequently asked about this episode
What does this episode say about content production?
For most products, focus video content on features and benefits from the customer's perspective, explaining 'who the product is for' rather than just listing specs. Avoid including price, as it can change and vary across retailers.
What does this episode say about customer experience?
Match video length to product complexity. While complex items like GPS systems might warrant longer demonstrations, simpler products like shoes require shorter videos focusing on appearance and real-world use.
What does this episode say about e-commerce strategy?
Prioritize high production quality, especially good lighting, as it reflects on your brand and product. Consumers gain confidence from well-produced videos; poor quality can deter them.
What does this episode say about video marketing?
To maximize SEO benefits, create unique video content for your own site. If distributing to platforms like YouTube, use a slightly modified version to avoid diluting the SEO impact for your primary website.
What does this episode say about content production?
Use a script for video presenters who are not naturally comfortable on camera to ensure clear, concise, and credible delivery. Authenticity and educational value are key.
