Have you considered adding video content to your website? If you have, let’s talk. If not, take a moment to explore why video is a key part of digital marketing strategy for 2014…
Mobile-enabled consumers prefer to watch videos now more than ever. While video proves to be beneficial again and again, some marketers may not know about the potential of implementing this key website solution. Let’s take a look. Consider these numbers…
Sites with videos are 53 times more likely to appear in page-one Google results (Forrester 2010). Video-inclusive website visitors stay two minutes longer. Up to 85% of customers are more likely to buy a product after viewing a video (Comscore 2010). Retailers report a 6% increase in in-store sales after customers watch videos online (Reckitt Benckiser 2010).
Online video is the fastest growing ad format with 55% growth (eMarketer 2012). 88.7 million people in the U.S. spend more than 20 hours each, watching 46 billion videos during September 2013 (Comscore 2013). It isn’t just “What Does the Fox Say?” Professionally-shot videos for ecommerce outperforms user-generated content by 30% (Comscore 2012).
During 2013, 93% of marketers report using videos online. 51% of marketers worldwide cite videos as the type of content with the best ROI. Nearly half of marketers who use video in email campaigns track increased CTRs, increased email open times, and increased sharing. While this is exciting news, three out of four marketers don’t use video in email campaigns. Among the numerous other stats that stress the importance of using video, 46% of in-store customers use smartphones to watch your competitor’s videos (eMarketer 2013).
Why do some marketers enter 2014 without implementing on-site videos? 43% of marketers cite a lack of available content for video (eMarketer 2013). The problem with this is a lack of available content doesn’t stop consumers’ fingers from finding it somewhere else.
What must marketers of ecommerce sites do to stay competitive during 2014? Add video to your website redesign project is the easy answer, but there are many ways to achieve this.
Let’s explore three ways to add video to your mobile-ready responsive website…
- Video backgrounds. HTML5 brings a shift towards websites being less static and more dynamic. Animated backgrounds are popular. They can draw visitors into your brand’s story. They can demonstrate your product in action. See these examples.
- Product demo videos. Toys ‘R’ Us uses video to demonstrate the educational benefits of a toy. White House Black Market uses video to show fashion. Williams-Sonoma uses video to show how Kitchen Aid mixers are made (Source: Website Magazine).
- Testimonial videos. Whether they feature customers using your product or people vouching for your business, professionally-produced testimonial videos can help online shoppers on desktops or tablets and in-store customers on phones make decisions.
Let’s talk about the many innovative ways you can add video to your website.
From parallax-style scrolling techniques to product demo videos that can adapt to fit any screen size, website designers and developers look to advanced technologies to build video-inclusive websites for ecommerce. Our team works with today’s most sophisticated video solutions providers to deliver rich, informative videos that appeal to your customers.
Contact us to discuss the key opportunities for video-inclusive website development.