Unleashing the Power of Video on Your E-Commerce Site

Written by Tom Ewer on August 4, 2014 Blog, Sell Online.

E-Commerce VideoEven though the almighty word still rules online, video has been gaining traction, especially over the past few years.

Just think of all the streaming video sites that have cropped up lately. Still, I find it interesting that video is so underutilized on e-commerce sites. Sure, some use it but not nearly as many as you’d think.

When there’s the opportunity ready and waiting to feature your products on video, why wouldn’t you include at least a few clips on your site?

If you want to learn how to make the most of video for your online store, keep reading. I’ll walk you through some helpful tips.

Video and Conversions

Before I start discussing some tips and tricks, I wanted to spend a moment offering up some solid research to back my claim that video is highly beneficial for e-commerce stores. I feel I can do that best by citing a specific example.

Zappos is a well-known online shoe retailer. The company is highly regarded for its high quality products – and even more so – its excellent customer service. They really go above and beyond what’s typically expected. But the brand has also made great use of video on its site. According to Econsultancy, Zappos uses video on several of its product pages. Enough pages to test.

It was found that product pages with video demos had a 6-30% increase in sales. I don’t know about you, but that’s not insignificant to me.

There are several other success stories out there like this, too, and I implore you to look around and see for yourself just how effective video can be. Once you notice the presence of video on e-commerce sites, you’ll be immediately impressed by just how effective they are at capturing attention and driving the urge to convert.

Video Solutions

Now that you have a handle on the “why” of online product videos, let’s discuss the how. For starters, you don’t necessarily need a complicated setup to get started with online video. You should invest in a decent camera, however. That means moving beyond the cameraphone and opting for something designed just for shooting video.

And you need a space to shoot the videos. Depending on the type of products you’re selling, you might need a studio space – which can be a corner of an office – equipped with good lighting and a backdrop. Basically, you want to make sure you have the right equipment on hand to produce the highest quality video you can muster.

You need to think about post-production, too. It’s not enough to just shoot the video and upload it, warts and all. You need to do some editing to make sure the footage is clean, tight, and precise. You need to add some voiceover to give it some context and maybe some music to bring it to life.

Okay, this all sounds like an awful lot of work, and I’m going to be 100% honest with you here – it is. But that shouldn’t discourage you. Because, you see, investing this time in producing videos stands to greatly increase your conversion rate. Every product page that features a video will have a better chance at converting. Isn’t it kind of a no-brainer to make an investment here then?

There are some tools out there that can make producing product videos a little bit easier. Here are three that caught my eye:


This service makes it straightforward to create multi-featured product videos. It offers a variety of video templates so you can get started without needing any previous video production experience. It also lets you insert a logo, add commercially-licensed music, add custom text, and a call-to-action with just a few clicks. It comes in a variety of plans, which start at $39/month. This might be worthwhile if you have a lot of videos you need to produce.



Created by The Talk Market, this video app lets you make new videos super fast. This is great if you want to take really informal-style videos using your smartphone. This app will let you put together several video clips with music and photos. You can even store your videos on their service. There’s a free plan available with which you can create up to 20 videos. And premium plans start at a very reasonable $5/month.


If animation is your style, this is a great tool to make product demos very quickly. It has several templates to choose from to get started or if you have a little experience already, you might prefer a blank canvas. Select from a variety of objects, backgrounds, text, and sounds. Then you just need to click to animate. There is a free plan available but it includes Wideo branding. The premium plans start at $19/month.

These are just a couple of tools currently available. There are many more and you should do your research before coming to a decision on which to use.

Using Video on Your Site

So you’ve made a few product videos. Excellent! But…what do you do with them? If you’re confused, not to worry. You actually have several options:

  • Place a video on your homepage – An introductory video to your online store can create a nice personal touch that welcomes site visitors and makes them feel more familiar with the faces behind your brand. But whatever you do, no auto-play!
  • Use videos on individual product pages – This is probably one of the most common ways to use videos. You want to showcase a specific product, its attributes, features, and functions. So you create a video. The most logical place for this video to go is on the product page for that individual product. Make sure it’s positioned so that visitors identify it as a video right away. You want to encourage customers to watch, after all.
  • Upload them to external video sites – Sites like YouTube give you a whole other avenue to feature your videos and attract customer attention. This is a great way to collect all of your videos in one place and to build some back links for your site. You stand to drive some traffic from YouTube to the product page on your site, which is yet another way you could make a sale.

The key to successful online videos is to be creative – both in the creation of the videos themselves and in how you use them. Don’t be afraid to experiment and try new things!


If you run an online store, you need to start thinking about how you can differentiate your products from those of your competitors. One of the best ways to do this is to create videos for each of your products. Not only can these videos highlight your products’ best features, but they also have been shown to dramatically increase conversion rates for online stores across multiple industries.

It’s essential to do whatever you can to make your brand stand out and well-produced videos are an excellent way to do that. So, have I convinced you? Will you be adding videos to your strategy anytime soon? Or, if you already use videos on your site, I’d love to hear about your experiences with them. Have they been effective? Please feel free to share in the comments!

Image source: hunnnterrr


One Response

  1. Michael Cooper
    August 19, 2014 at 4:28 pm #

    I totally agree with the power of video wehen it comes to pormoting a product – I really wish I’d been able to use this to implement video footage as part of my latest article http://www.chapman-freeborn.com/blog/the-top-8-cities-to-fly-over-in-a-private-jet/ but unfortunately I only had photographic content available. Nevermind – the next one!


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