4. Provide instructional videos for complex products
Think of the doubts and questions that customers may have when viewing a particular product page, and how video can address them.
Instructional videos which demonstrate products in action and provide instructions for use and assembly can overcome any doubts that customers may have.
For example, Simply Group uses specialist advisors to create videos for its product pages showcasing the various features.
For this backpack, it means that shoppers can see how much it can carry, the number of pockets, zips etc. The addition of videos like this led to a 25% uplift in conversion rates.
Kiddicare understands the questions that customers will have when buying products like prams and ‘travel systems’ online. It’s not possible to test the item as you would be able to in store, but the videos are designed to overcome this.
The videos for travel systems and other products are very detailed, showing how it folds, the accessories that come with it, all important for the parent deciding whether to buy.
In addition, the videos have been split into four so that customers can just skip to the relevant section.
5. Use UGC when appropriate
User generated videos are a great tool when used well. They are cheap to produce, show shoppers that other people have purchased and enjoyed the product.
The fact that videos are being submitted regularly, as well as the comments and ratings around them are also an indicator of page freshness for Google.
This approach works really well on gadgets and gifts site Firebox, and fits perfectly with its brand image.
Firebox offers the chance to win a £50 voucher for people who submit product videos, so there are plenty on the site.