3 ways video can help drive conversions from your online store’s stuck-at-home customers

Julian Byrne - Friday, January 29, 2021


As we all know, 2020 was a year of significant change, and one of those changes was consumers’ relationship with retail. With lockdown restrictions continuing to be widespread across the UK, shoppers are still being widely denied what may have previously been their favoured retail experience of brick-and-mortar shopping.

In turn, though, our lives have come to be lived much more ‘online’, as evidenced by such trends as a major rise in virtual meetings, online education and – of course – ecommerce.

So, if you’re looking to generate the best sales and revenues from your online store in the year ahead, you can’t simply keep on doing the things that might have been serving you well enough in 2019 or early 2020, before the pandemic made itself felt.

Instead, you need to be constantly looking for new ways to evolve your e-tail store to boost engagement and conversions from all of those (presently largely home-based!) customers. Here are a few ways in which you might do exactly that, while tapping into the power of images or video.

Put a greater emphasis on user-generated content

You might be accustomed to thinking of user-generated content, or UGC, as customer reviews, and that’s about it. And yes, those remain crucial in this ‘new’ COVID era. But with this also being the era of social media and selfies, UGC can also take other forms, such as photos and videos contributed by real customers, showing them using a given product of yours.

You may therefore look to create galleries of these customers’ images or videos, or incorporate them into your blog posts. All the while, the message to your prospective shoppers should be clear: “real people, just like you, use our products”.

Incorporate inspirational and ‘how to’ videos into your product and landing pages

Many of your target customers may be spending a lot more time in their homes at the moment, but that doesn’t mean they’ll be happy to spend that time sifting through other parts of your site, just to find more information about particular items. After all, there will be other sites out there ready to provide them with a better experience.

So, embracing video on your product and landing pages could be a really powerful step to take with your ecommerce site this year. That could take the form of short and informative videos showing ways of using your products, or – building on the UGC point above – you could invite customers to submit such video content themselves.

Embed live video chat into your site

Yes, we said “video” chat – not just referring to the kind of text chatbot you might have made a feature of your site already.

In truth, video-based customer service may be best suited to online stores with a more ‘niche’ or luxury emphasis. After all, some of you reading this might be wondering how you’ll be able to ensure staff are actually available to provide customer service via video.

Nonetheless, if live video chat is a workable option for your ecommerce store, it might make a lot of sense indeed. It would allow you to personalise the shopping experience, making it feel somewhat closer to the experience the customer might expect to have from staff in a brick-and-mortar store.

Is your business ready to investigate these or other ideas for bringing your ecommerce presence firmly into the 2020s this year? If so, don’t wait any longer to get in touch with the Piranha Designs team about our website design or other digital marketing services.

What are the key elements an ecommerce product page should have?

Julian Byrne - Monday, December 21, 2020

Whatever components you place on a product detail page in your online store, you will wish them to form an engrossing, cohesive whole that helps inform your customers’ buying decisions.

Here, then, is a rundown of the elements you ought to include as standard on each of your ecommerce site’s pages that focus on a given product from the store’s inventory.

Photography

Naturally, when shopping online, customers can’t physically handle a product and turn it over like they would have the option of doing in a traditional brick-and-mortar store.

That’s why each of your product pages should include an array of photos – we would advise about six to eight – that capture the item from multiple different angles.

A price and call to action

The “call to action”, in this instance, would refer to that trusty “buy now” or “add to basket” button – which you would obviously wish to tempt the shopper to click.

As one major factor that could sway the buyer in that direction is the product’s price, you should display this prominently – possibly right near the call-to-action button.

A written description and specifications

Somebody somewhere might have coined the phrase “a picture is worth a thousand words”, but they certainly didn’t own an online store. Besides, you wouldn’t want as many as a thousand words in the textual description and specifications you include on a product page.

That’s because those descriptions should be punchy, specific and easy to understand. In other words, they should get straight to the point – although you should still be careful to include relevant keywords, which our SEO marketing experts can help you to research.

Reviews

Of course, you wouldn’t write these yourself but instead invite customers to do so. However, these reviews should still be given a special space on your product page, as they can constitute a form of “social proof” that backs up your own claims about the item.

Even if it’s a relatively new product that has attracted few reviews so far on your site, those reviews can play a big part in telling the product’s story.

Are you unsure about any aspect of optimising your e-tail store’s product pages to appeal more strongly to shoppers and search engine spiders alike? If so, don’t forget that the friendly and professional Piranha Designs team is always available for a chat when you get in touch with us in Gibraltar, London or Edinburgh.


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