Why has video become essential to succeed in e-commerce
E-commerce has radically changed our buying habits. While convenience and the diversity of offers are major assets, a challenge persists for e-retailers: how to recreate the tangible and reassuring experience of an in-store purchase? How to allow customers to “feel” the product, to understand how it works, to project themselves with it? The answer, which is becoming more and more obvious, lies in the video. Far from being a simple gimmick, video has become an essential strategic lever for capturing attention, engaging consumers and, ultimately, boosting sales. This article explores why video is no longer an option, but a necessity for any successful online store.
The numerical impact of video in e-Commerce
The statistics speak for themselves and show a clear trend:
- Increase in Conversion Rates: Product pages that include videos can see their conversion rate increase by up to 80% (Source: HubSpot). Seeing a product in action or from all angles removes doubts and encourages you to buy.
- Improving Product Understanding: Nearly 90% of consumers say that videos help them make buying decisions (Source: Forbes). An explanatory video is often more effective than a long text description.
- Reduction in Product Returns: By offering a more accurate and realistic view of the product, video helps to better align customer expectations, reducing the number of costly returns.
- Increased commitment: Internet users spend an average of 88% more time on a website that contains videos (Source: Forbes). More engagement means more conversion opportunities.
- Better Natural Referencing (SEO): Google appreciates rich and engaging content. Pages with video are more likely to appear on the first page of search results. The time spent on the page, a positive signal for SEO, is naturally increased by video.
Why is video so effective?
- It Captures Attention Immediately: In a constant flow of information, video stands out. Movement and sound catch the eye more effectively than static text or a still image.
- It Transmits Information Quickly and Clearly: The human brain processes visual information 60,000 times faster than text. A 30-second video product demonstration can often replace several paragraphs of description.
- It Creates Emotional Connection: Video makes it possible to tell a story (storytelling), to show faces, to transmit emotions. This human dimension is crucial for building trust and loyalty, aspects that we explore in more detail in our article on how video humanizes the online shopping experience and creates trust. (Internal link to Girl 2.1 article)
- It Demonstrates Value and Use: Showing a product in action, explaining its functionalities, or presenting concrete use cases allows the customer to project himself and understand the added value. To find out which formats are the most powerful, check out our guide to the 5 essential video formats to boost your online sales.
- It Adapts to Mobile Uses: With the dominance of the mobile, video is an ideal format that is easy to consume on the go.
Contextual video: The future of the shopping experience
Beyond the simple presence of videos, the future lies in pop-up video. It's about presenting the right video, to the right user, at the right time in their buying journey. Imagine a demo video that starts when the user is hesitant about a specific feature, or a customer testimonial that comes up when they compare multiple products. This personalized approach is at the heart of what we call the revolution in customer experience through contextual video.
Conclusion
Gone are the days when a simple image and text description sufficed. For online retailers who want to not only survive but thrive, video is no longer a luxury but a fundamental strategic investment. It improves product understanding, increases engagement, boosts conversions, and greatly enhances the shopping experience. It's time to integrate the power of video into the heart of your e-commerce strategy. To find out how to get started, even with limited resources, don't miss out on our best practices for creating engaging e-commerce videos.
