The Buy now option, always on screen (within the video section)
Transcript : Most videos have a verbatim transcript of what is being said (within the video section)
Ratings : you can rate the video
Sharing options : extensive options to share the video with friends
Facebook integration : if you are logged in to Facebook, you can comment directly (see screenshot)
Product video at eBags.com within the product page
eBags shows the product videos in 2 locations: on the product page as well as in a separate video environment. Interestingly, the videos in the video section contain other functionalities (and more) than in the product environment. Such as a buy now button, extensive share options and a transcript . In the product environment, the video appears in a lay-over and you can easily return to the product page (and proceed to purchase).
How do you get videos?
In 2010, practicalecommerce.com conducted a survey among its members on the use of online video within webshops. 64% of respondents indicated that they use product video. When asked why the respondent does NOT use video, the answer was as follows: 40% did not have enough time, 25% found it too complicated. One of the respondents gave the following characteristic summary:
“I think merchants are too afraid. Video appears complicated but actually can be done on a shoestring budget macedonia phone number list with a little creativity and courage.”
Developing videos requires some expertise, the right equipment, a studio, money, and so on. All reasons not to do it. The cost argument is no longer valid in 2011. For a small budget (100 euros) you can already develop a product video. You don't have to hire a professional television company for that. The equipment is available everywhere and is also used frequently by more and more students of a media college. Generally speaking, you can get the videos in three ways:
Self-production : this is the most labor-intensive and expensive, but it does provide unique and distinctive content
User generated : this is a cost-effective alternative, but the quality is generally somewhat lower and there is also a lack of control over the content of the video. ( HotelVideoReviews.com is a great example of a webshop that has based its business model on user generated videos)
Producer videos : More and more producers/manufacturers are investing in video themselves and offering the content free of charge to affiliated web shops
Hotelvideoreviews.com uses user generated videos to promote a hotel
The viral effect: social sharing
An important aspect of product video is that you give the visitor the opportunity to forward the video to friends and acquaintances. This can be done in two ways: in the context of the video, as eBags.com does, or after the video, as MooseJaw.com does
Moosejaw.com makes smart use of social sharing options at the end of each product video
What is the ideal length of the product video?
The ideal length of a product video cannot be determined with certainty. Analysis of 15 webshops shows that the length of the video is usually less than a minute. A length of 30 seconds often seems sufficient to achieve the desired effect (conversion).
How do you present the video?
Within the product page, the preference is to present the video in a lay-over. This way, the visitor can quickly return to the product page and all distractions disappear while watching the video. Heine.de does this in a beautiful way.
The product video shown in a lay-over on Heine.de
Best practice tips for product video
2011 will be the year of the product video. I encourage everyone to experiment with it and analyze the results. Here are some more tips for producing an effective product video.
Make sure the video is shown in a layover (and possibly also in a separate video section).
Keep the user in control. The video should never start automatically and the volume should be adjustable.
Make sure you can easily move back and forth in the video.
Always clearly indicate how long the video will last.
Limit the length of the video to 30 seconds or a maximum of one minute.
Make sure that the visitor can get an impression of the content of the video by showing a characteristic image and some introduction in the form of text.
Don't forget the social possibilities: sharing with friends on Hyves, Facebook, LinkedIn, Twitter and the old fashioned e-mail.
This article also appeared in Twinkle.