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Monthly Archives: April 2015

23 
Apr

Using videos to sell products and services

Martin Neeves - videos to sell products and servicesWritten by Martin Neeves – Commercial Business Videographer Leicester

Selling products or services online can be a challenge and sometimes a simple photograph is not enough.  Sometimes a photograph does not give the full value of the product because part of the purchasing process is seeing and touching a product.  In addition, a bland description of a product or service may not truly sell the features and benefits of your product or service.  In my opinion this is where a well shot video can play its part in the process.

Videos on a web page get watched between 50 and 60% of the time they are used. A good video can boost confidence in a product or service. It provides a good opportunity to show the size, capabilities and benefits of that product or service.  A good video can reduce the chances that a product will be returned.  Video is one of the more engaging forms of media.

However, there is more to this than just taking a video on your mobile phone and sticking it on You Tube.  You do need to think the process through and ensure you have a plan.

What are the benefits of video?

  • Using video demos on product pages increased Zappos’ sales by up to 30%.
  • Shoppers who viewed video on Stacks and Stacks product pages were 144% more likely to add to cart than other shoppers.
  • On Ice.com, the conversion rate for shoppers viewing video on product pages increased by 400%, while return rates dropped from 12% to 9%.
  • Shoeline.com improved their conversion rate by 44% for product pages by adding videos.
  • Videos on the simplypiste.com product pages increased conversion rates by 25%, as well as leading to a reduction in the number of returns

So what do I need to think about?

  • Where do you intend to use your video?
  • First truly understand what the features and benefits of your product are and write them down.
  • Understand what the common objections to buying are.
  • Think about areas where a buyer can get confused about your product or misunderstand its use.
  • Understand the customers problem that your product or service solves.
  • Your product and the way you put it to the customer needs to clearly demonstrate that you solve their problem.
  • Next understand what makes your product or service different.  Whatever you may think, your product is almost certainly NOT unique. So:
    • Is your customer service better?
    • Is your after sales service better?
    • Are you the cheapest?
    • Do you give some added bonus that others do not?
  • What action do you want the viewer to take?  Are they going to buy it now, call you, visit your showroom – or what?
  • How are you going to make sure you get maximum conversions from your video?
    • Where will you add it to your website and your webpage?
    • How long will the video be? Too long and the viewer will hit the “back button” or get bored.
    • Are you going to use a video narrator and/or music?
    • How will you make the audio clear enough to engage the viewer (there is nothing worse than the audio being too loud, too quiet or just distorted).  Most video cameras have an on-board microphone, but this is usually not sufficient for all situations)
  • Produce a story board (although for some simple videos, this may not be necessary).
  • How will the video play on mobile platforms?  From the 21st April 2015 Google will penalise websites that are not mobile friendly.


Use a Professional Videographer

If your video is home-made, or made by an enthusiastic amateur there are some pitfalls.  Shoppers do not gain confidence if they see a sloppy video; in fact it can have the opposite effect. The only time I would advocate a self-shoot video is for some testimonials that want to show how ordinary people think about your business.

They will have better equipment, not just the video camera but lighting, editing software, audio equipment – and the list goes on.  Whilst the average video cameras you buy in the shops will provide a good quality image, you want to make sure the shots are framed correctly.  Its audio will not be professional quality, and as I have already mentioned good audio is fundamental to the success of the video.

Sometimes you need an animation, which is again where a professional videographer will come into their own element. Cheapo animation will be a big put-off and will usually not flow in the context of the video.

For more about choosing a professional videographer click here to take a look at a previous article I wrote on this subject.

Please call Martin Neeves for top quality video production by the Commercial Videographer Leicester on 01455 271 849 or 07973 638 591 or email me.  To see how to use  videos to sell products and services

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Published Date: 23rd April 2015
Category: Videographer