Over the last year, video marketing has become an increasingly important topic for online retailers. The rise in video content is largely tied to the limitations of flat product images. Since online shoppers can’t hold your products in their hands, video is an effective way to reassure customers and reduce returns.

Let’s take a look at the benefits, best practices and examples of video marketing for ecommerce.

Is video marketing worth the investment?

A growing number of online retailers are starting to cash in on video marketing. According to a recent study by ReelSEO, 73% of consumers are more likely to make a purchase after watching a video. Additionally, 96% of the consumers surveyed said they found videos helpful making an online purchasing decision.

Retail sites that make effective use of video benefit from:

- Enhanced product display
- Increase in time spent on site
- Search engine optimization
- Lower return rates
- Increase in average cart value
- Improved conversion rates

Best practices for ecommerce video marketing

Videos are a great way to add “shopability” to your content, increasing engagement and conversions without distracting visitors from the buying process.

What type of videos work best for ecommerce?

- Products in action
- Product demos
- Tutorials
- Explainer videos
- Video ads
- Corporate videos
- Video blogs
- Testimonial videos

Now, I’ll show you 3 excellent examples of companies that use videos in the content marketing efforts.

Products in action

Zappos revealed that adding videos like this to their product pages increases sales between 6% and 30%. Notice how their simple 10-second video brings the product’s details to life.

Product demos

Walmart uses product demonstration videos to highlight details and features. They also upload these videos on their YouTube channel. This video alone has over 10,000 views to date.

Corporate videos

Headict, a PrestaShop store, shares their corporate video directly on their homepage. It’s a great way to build a bond brand loyalty and connect customers to your brand.

Optimizing videos for SEO

Now more than ever, Google is ranking video content over other results. Integrating video content on product pages is an effective way to improve your search engine indexing. Also, we can’t forget that publishing videos on the second largest search engine in the world, Youtube, will help attract more traffic.

Econsultancy’s article on best practices for ecommerce videos highlights several factors that determine the SEO value of your videos such as:

- Metadata: video title and description tags
- Number of comments and shares
- Backlinks
- Data added
- Number of views
- Ratings and flagging
- Incoming links

How to add videos to your PrestaShop store

If you’re currently powering your online store with PrestaShop, you can easily integrate videos to your website.

Here are a couple of resources to help:

- PrestaShop forum topic
- PrestaShop Addons


Have you integrated videos on your ecommerce website? Share your experience or feel free to ask questions in the comments below.

Not using PrestaShop yet? Create a free online store with built-in, advanced online marketing features. Test the demo or download PrestaShop to get started today!

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