The Perfect Ecommerce Video – sounds too good to be true, doesn’t it? But if you’re going to create a product video, we think you should have all the information to make sure it’s as effective as possible. Although our ‘winning formula’ might not apply to every type of product, all product videos should be created with these four objectives in mind:
- Capture attention
- Build a positive brand image
- Create a lasting impression
- Increase conversion rates
Luckily we live in the digital age where statistics are readily available and we can monitor how and why videos have a low drop-off rates and or high conversion rates. For the purpose of this article, we’ve collected a plethora of information to find out the secret to the perfect ecommerce video, or at least a few tips and guidelines to get you started.
As found by Single Grain, the ideal video length is 30 to 120 seconds – for the timeline below I chose 90 seconds.1 Videos less than one minute have a customer retention rate of around 60%, those lasting 1 to 2 minutes just less than 50%. At the other end of the spectrum, 20 to 30 minute videos have a retention rate of less than 20%. Despite this, the overall goal of a product video is not simply to retain the viewer but rather engage them and increase their customer lifetime value (CLV).
According to research, engagement occurs within the first 10 seconds of the video which means in order to win the viewer’s time, the video must demand attention and meet or exceed expectations. This can be done through an engaging script, good background music and using relatable actors in a realistic context. In addition, the product should be first shown within the first 10 seconds in order to minimise confusion. Too many product videos focus on establishing an interesting plot when the most important thing is to ensure the viewer knows what the video is trying to sell. A good example of a video that follows the ‘Perfect Ecommerce Video’ timeline is the LG Optimus L3 smartphone.
After the 10 second period, you should outline the main three benefits the customer obtains by buying the product. This should last 15 to 20 seconds and resemble a short marketing pitch which includes the most important information a potential customer needs to know such as the unique selling point (USP), the brand ethos and the price of the product. To help you with this step, it’s worth taking a look at the video by Forbes below.
For the 30 to 60 second period, you can go into more detail about either the product or the brand and it might be a good idea to mention any awards or use customer testimonials to enhance the credibility of the brand. The image below shows how the brand BabyBjorn use its partners as a marketing tool to gain trust.
After this part, the video needs to meet the final objective and create a lasting impression on the viewer. As found by the Online Pulishers Association in 2007, an amazing 80% of viewers recall a video they have seen in the last 30 days but in order to achieve this the last 30 seconds need to be memorable and prompt a response. They also noted that after watching a video, 26% of the research group looked for more information about the product, 22% visited the online shop, 15% visited the brand website and 12% made a purchase. If you can create a lasting impression in the last 30 seconds, the brand can benefit from both instant and future conversions.
In the last 5 to 10 seconds, the video should use call to action buttons to encourage the viewer to search, shop and share. To read more about video sharing, check out Users Share Product Videos: Why You Should Take Note.
Other ingredients in our recipe for a perfect Ecommerce video include:
- Using a fairly large video player
- Embedding the video into the web page rather than simply providing a link
- Choosing an eyecatching thumbnail
- If appropriate, incorporating a little humour to keep your viewer entertained
At DemoUp we love seeing all sorts of product videos but the most important thing to bear in mind is to establish an Ecommerce Video Strategy that reflects your product, your brand and your vision statement. Sometimes that can be achieved in 90 seconds or less but sometimes it’s better to value quality rather than speed.
1. Single Grain