Increasing conversions and sales online is easy. Really. All you have to do is to create product videos for all your products.
Ok, there might be a little more to it than that. But in a study of major retailers, 57% reported that the average order value increased by at least 50% when a customer watched a video on the product page. Conversion rates increased as well. Retailers who had video on more than 50% of their product pages had conversion rates 79% higher than those who had videos on less than 25% of pages.
Those numbers are pretty convincing. Adding video to product pages boosts sales when those videos are viewed. It’s a daunting task though, to create product videos for everything in your catalogue. What you need is a little inspiration to get started.
Here are four product videos that show the variety of what you can do. The products featured are all quite different. I did that by design so you can see what’s possible, whatever your products might be.
Still blending, ten years later
One of the most popular YouTube channels from the early days is Will it Blend? created by Blendtec. Their company builds and sells blenders. Really, really powerful blenders. But these kitchen appliances aren’t exactly exciting – to most of us anyway.
But back in 2006, the company hired a new marketing director. When they found out that the founder regularly tried to chop random items up in their blenders, a perfect video concept was born. Tom Dickson, founder of Blendtec put odd things into blenders in order to break them. He wanted to test them, find out when they failed, and then build them better.
Here’s how he described how the first set of videos were created in an interview with Slashdot.org:
“George, the new marketing director, discovered some of the wacky things I was doing to my blenders, including shoving 2x2s into the jars to try to break the blender. With a $50 budget George bought a Happy Meal, a rotisserie chicken, coke cans, golf balls, and a few other items, and they made 5 videos. Six days later we had six million views on YouTube. Six years, 120+ videos, almost 200 million views later, Will it Blend? has been named as the number one viral marketing campaign of all time.”
That interview was four years ago, which puts them about ten years out in 2016. And they’re still at it. The video below is taking advantage of the current Pokémon Go trend by blending a few Pokémon together (don’t worry, no actual Pokémon are harmed).
The fact that they’re still at it means these videos are working. They’re also entertaining, and well, unorthodox to say the least.
Not another boring CRM video
Somewhere, there is probably someone who gets excited about software demos or instructional videos. I’ve seen many, and while they are often something I need to know about, they are usually extremely boring.
Method Integration is a software company offering a customer relationship management (CRM) solution. And their videos are anything but boring.
The one I’ve chosen here is from their support library and is technically a tutorial video. But it is also available as a standalone video highlighting a specific feature of their CRM product. It’s quite long, coming in at almost 7 minutes. It only takes a few seconds though, to notice something different about this video.
If you made it 18 seconds in, you saw how different this video is. The voice over is humorous and had me smiling, then laughing. If I needed a CRM, this is the company I’d want to work with because their product presentations are that good. I say that not knowing anything about their actual product other than what I saw in this video. So take that endorsement for what it’s worth.
Show me everything
Online shopping is one of the best things ever invented. But there are some products you probably won’t purchase online because you want to see them, feel them, or experience them before you purchase.
Product videos are almost essential for a company that sells these types of products. The best example of this sort of online business I could find is UK based Simply Hike. They sell all sorts of hiking and camping equipment.
They also make in-depth product videos for every product – or at least it seems so. I watched one where they spent over two minutes on a pair of “Hydroshell Overtrousers” that slide over your regular trousers, unsurprisingly. I never knew there was so much to know about trousers.
But I think their best videos are for their tents. That’s because tents are a difficult thing to buy online unless you already know what you want. Just reading a list of features doesn’t tell you the whole story about how it will suit your needs.
This company solved that by literally walking you around the tents, then through the tents, showing you all the materials, the sizing, the options, and what it would be like to be there inside.
I have to admit it wasn’t the most entertaining thing I’ve seen, but it is the most informative tent video I’ve ever seen. If I need a tent, this is the place I will start looking. And probably buying too. This video was posted on YouTube in just the last couple of months (it’s also on their website). I clicked the product link and discovered the product is sold out (at the time of this writing). Is that because of the detailed video? I can’t say, but I can say it certainly didn’t hurt.
A product video of a different sort
All of the above videos used the actual products in their videos. But that isn’t always necessary. EasyTaxi is an app you can use to grab a taxi. It’s only available in select cities, mostly in central and south America, but they are expanding.
It’s a highly competitive market, so how can you show everyone your product and what it can do? You make a video of course. But instead of going with live actors, the company made an animated video.
Even though they didn’t show the actual app in the video, I feel like I would know how to use it. And I think it did a better job of explaining how it worked than a version with live actors probably would have. That’s because the “product” is really the service the app provides rather than the app itself.
So if your product is more of a service, you may find animation might be a good option for you too.
There you have it, four totally different types of product videos. Hopefully you’ve found some inspiration on creating videos for your own products. If so, which ones resonated with you? And what was your favourite?