How Video Influences Buying Decisions
Video on your e-commerce website can exponentially increase sales!
At E-commerce Direct we know there has been an exponential growth in the popularity of visual content in recent years. Almost 90% of all current web traffic is video based and 94% of consumers watched a video online last week.
Videos both positively affect brand image and drive purchase decisions, say respondents to a survey from Animoto. The survey of 1,000 US adults revealed some interesting stats:
- 96% of consumers find videos helpful when making purchase decisions online
- 73% of people are more likely to make a purchase after watching an online video that explains the product or service
- 76% of smartphone owners watch videos at least once per week from their phones
- 71% of consumers say that videos leave a positive impression of a company
It is clear that people find videos helpful when making purchasing decisions, with research from Animoto also noting that 42% of respondents want to see more product videos online.
What types of videos are watched the most?
- Instructional videos
- Product and service videos
- Humorous videos
It’s not all about purchase decisions as funny videos create the opportunity to go viral. Brand awareness is increased as users voluntarily share, retweet and like videos that make them giggle (think Dollar Shave Club). It is evident that visual content is much more engaging and shareable than traditional textual content.
What types of videos are shared the most?
How to use Video to Influence your Customers
1. Know your purpose
Each industry has its own way in which video can make an impact. Your videos depend on what you are trying to accomplish and what type of product you are showcasing. If your industry is electronics based, you might want to consider an in-depth how-to guide. Electronics are not low-impulse purchases and can be quite expensive. Customers will want to do some research before committing to buy. There are hundreds of ways that your company can use videos.
2. Make an emotional connection
One of the main reasons why a video can influence buying decisions is the story-telling effect. Creativity is key, but even if your product is not that glamorous, a connection can still be made with the consumer. Video is the perfect platform to allow your brand personality to shine through and to build authenticity and trust – allowing you to form a relationship with potential customers.
3. Be professional
Video can be hugely beneficial when done correctly. A product demonstration video should be informative and display your product in the very best light. Something which is poorly filmed could be detrimental to your company’s image. Investing in professional help will ensure that your company get the most out of videos. High quality content means higher shareability.
Does video impact your buying decisions or your opinion of a brand? Leave a comment below, we’d love to know what you think!
Here at E-commerce Direct we design and build a variety of videos regardless of size and complexity. We have crafted all sorts of videos for websites, e-commerce platforms as well as local, national, and international clients.
For more information on how our video service can help drive interest in your business and increase sales, contact E-commerce Direct on firstname.lastname@example.org call us on+44 (0) 2381 920 246 or ++1 (888) 567-0464. You can also talk to us through our live chat, also available on our website