Online videos present a certain qualitative interest for a website in terms of referencing search engines, but in general, a company will especially choose to produce a promotional video to increase its sales.
According to the size of the company and the type of products sold, only one online video can be enough, or several will be necessary to have a real impact on sales. However, a few ground rules need to be taken into account in order to hope to transform the internet user into a client.
Online video: popular and relentless – a relentless vendor; seller.
Once online on the website, the video is visible by any potential client, 24 hours a day and 7 days a week. Such a relentless and qualified selling tool must convince the client as well as if he was at point of sale. All things being equal, on a website, a video showing a product is often meaningful than a few lines.
The furniture brand IKEA is a specialist in the subject, integrating skilfully its products into videos to make them known, in the style of its famous paper catalogs.
To convince, an online video must therefore both exhibit your products in the style of a catalog and demonstrate their quality. In order to highlight the product to the full in your video, nothing is worth a demonstration of product use, that will emphasize its aesthetic and technical qualities.
Another way to persuade: the testimony
More than a seller, an online video can even be a tireless and satisfied client. Now that consumers are increasingly looking for users’ opinion before buying, this aspect has become particularly important.
With this in mind, testimonies are notably on a roll, and allow the Internet user to buy on a website. For a convincing testimony, it needs to be short, impacting, and in particular real! The Internet user will therefore believe more easily the testimony, and feel like living a successful experience too.
Inclusion of calls to action
Video is a content highly qualitative for a website, but in order to be sure to transform this content into sales, the Internet user must end up buying. It is therefore recommended to include calls to action in your online video. These encouragements to act may take different forms: either directly through buttons, texts, links, or click zones that come up at the end of the video, or in a more subtle way by integrating an incentivizing discourse that drives the Internet user to buy your product or service.
“Add to cart”, “Find our more”, “Buy now”… The formulations are abundant to create attractive buttons, that will give to the clients the opportunity to take action and buy after a convincing video.
In this video of an online clothing and accessories shop ASOS for example, the action buttons are placed at the end of the video, while respecting the visual identity of the brand.
A sales tool that can convince in different ways
The tricks below enable to touch the client in the short-term, inciting to buy at the moment of the website visit. However, online video can also be considered as a sales tool in the long run, by choosing to rather create an attachment with the brand. In that case, the impact on sales cannot be directly observable, but video is part of a more global strategy, like corporate videos for example.
A corporate video that influences sales on the long term must engage the Internet user in favor of the brand, so that there is a positive vision of the products at the time when the customer will have to make a choice to buy.
Then, for which online video technique are going to opt for to increase your sales? Do not hesitate share your experiences with us through comments.
