Videos always play a dominant role when doing business on the online space. It is the most common human instinct to ditch the written content for the video describing about the product or service.

1. Fred Garlin
Serpholic.com
9/19/2012

2. Relevance Of Video Content On Ecommerce Sites
Videos always play a dominant role when doing business on the online space. It is the most
common human instinct to ditch the written content for the video describing about the
product or service. The former, for most of us folks lies down on a relatively boring side and
the latter always seems to be more exciting and pleasing to our neurons. It’s also
scientifically proven that the human mind can grasp more quickly what one sees and listens
as compared to plain reading.
Henceforth is this article where I will discuss about certain types of videos that could be
added to your ecommerce website which can help you increase the sales. And you can
always consult any SEO company (for example serpholic.com) to help you out with the
creation of good video content.Well, first of all, let’s get started with the benefits of Video
content on ecommerce sites.
Advantages of Video Content For ecommerce Sites
 Videos are more likely to convert the potential customers into end buyers of the
product/service
 Videos give the visitors an impression of high quality service and expertise

3.  Videos coupled with the descriptive text can help in making your web pages unique.
A crucial factor of the ecommerce sites is the use of images along with the
respective descriptions provided by the merchants (manufacturers)
 Videos are also ranked higher on the social media platform as compared to plain text
Shoppers can learn more about Product Areas through Videos
Videos showing all the aspects of the product and helping the customers knowing about
different areas related to the product is good business practice. For example, a person
buying a Camcorder should be shown what all to look for in it to land up with the best buy.
These videos will serve 2 important purpose – One, It will help the customers in narrowing
down their buying decisions (removing the extra clutter from their minds). Two, videos
containing your own employees doing the talking will help in conveying their expertise to the
viewers.
You can include a video’s transcript in a search engine friendly tabular system. This will help
in improving the search results and gives the online shoppers an option for scanning the
transcript. A good Web design company can help you with the nitty-gritties of entire SEO
process as well.

4. How Product Videos can increase sales
Producing product videos definitely has some positive impact on the sales of the
product/service. Here is how it does it for your company –
 When your videos convey your helpfulness, expertise, etc. it helps shoppers to make
suitable buying decisions which gives your site an edge over the other competitive
sites competing in the same space
 Product videos enhances your product pages, makes them more useful and unique.
All it takes to get higher sales is the spectacular user experience and improved
search results and videos help in achieving both.
 Give product’s demonstration, details, key features, usage, installation process,
quality standards, ways to assemble, etc.

5. Main types of Product Videos
1. Testimonial Videos
Testimonial Videos aka ‘videos that represent the company overview’ play a vital role in
conveying messages to the online shoppers that can make them comfortable with your
company and ultimately convince them to buy from you.
For instance, a testimonial video can contain the following elements to woo the customers –
 Showing the customers how will you install the services at their place (home or
office)
 Video showing the product being used practically
 Showing them how can you help them selecting the right product and save some
money
 Companies history, culture and operational methods

6. 2. ‘Expert Advice’ & ‘How To’ Videos
Creating the videos in which you show the practical application of your product i.e. how to
use it, will definitely have a lasting impact on the potential customer. These video articles
are always search engine friendly as people often have the ‘how to’ queries relating to a
product lined up.
For say, a customer who needs to buy a Camcorder can most probably search for “how to
use a camcorder”. Your video in the SERP can direct the customer to your websites where
you are ready with lucrative offers regarding the same product or information about
everything else you want to offer. Isn’t there a chance of conversion? Yes indeed.
3. Product Review Videos
Help the customers know about the good points of the products and tell him why he should
buy your product. There’s no harm in telling the shortfalls as well as it will only increase your
credibility and customer’s faith in your company. These review videos often make the
potential buyer convert into an actual buyer.

7. 4. Spokesperson Videos
Get your Brand ambassador (if you have any) do the talking about the effectiveness of the
product.
For example, if you are selling shoes, you might be sponsoring a famous sportsperson. How
about the idea of developing a video around him/her?
5. Client/customer’s videos
Even the random face form your customer base can sometimes do the job for you.
Expensive celebrities are not a compulsion in this regard. The testimonial videos from the
users of your product can create a same effect as what a celebrity video would create.
Ask your shoppers to submit the videos in which they shall share their personal experiences
with the product in case. Choose the best ones that are highlighting features like your great
customer care service, Delivery service, etc. and put them on your Ecommerce site to be
watched by the visitors.
There is nothing better than the human touch. We as humans, more easily connect to other
human beings more than just plain text and images. The presence of blood and flesh always
does wonder for the sales of the product.
6. Product Videos from your Clients/Manufacturers
Just in case you are not able to produce your own videos, ask for the help from various
manufacturers who are reselling their products via your ecommerce website. They would
obviously have more know-how of the concerned product and will help you with better
descriptive videos.
But there’s a catch here. The manufacturers’ videos will not be mentioning much about the
value addition that your website is responsible for. Second, they will not be unique as well as
the manufacturer will provide the same to other resellers as well.
There is great scope for the ecommerce websites on the online space to flourish and churn
out good number customers for them. But there are no free lunches on offer. You need to
be different and unique in your content and USP in order to attract the potential customers
towards your site and ditch your competitors. Video content, I strongly believe can go a long
way in this regard. Good luck folks.