Whether through product demos, user-generated content (UGC) or landing page visuals, brands are tapping into the versatility of video. As consumer preferences continue to favour video consumption and attention spans shrink, the strategic use of on-site videos becomes essential. This approach not only sustains user engagement but also extends the time spent on-site, therefore increasing the likelihood of conversion.

On-site videos offer the opportunity to add dimension to a brand's online presence, moving away from the traditional static site. Through compelling storytelling and immersive visuals, brands can establish deeper connections with their audience. Brands therefore need to carefully consider the most effective use of videos and how to incorporate this into their site.

Advantages of using videos on-site

Brand storytelling

Utilising video content to support brand storytelling can provide greater narrative depth compared to static images or text. By weaving curated video content through core site templates, for example, through the homepage to the landing pages and PDPs, brands can effectively convey their brand story and values.

Highlighting brand pillars and USPs in storytelling and educational video content across the site can further enhance brand recall, build affinity, as well as inspire and resonate with the target audience. A key consideration when using videos on-site to help storytelling is to ensure there is consistency across all touchpoints to allow for a seamless user experience and a coherent brand image.

Baltic Watches

baltic-watches.com

For each product variant, Baltic Watches provides corresponding videos on its PDP which vary among collections. For example, the Hermétique Tourer collection features a video of a person diving, hiking, and engaging in various activities while wearing the watch. Whilst the high-quality footage effectively communicates the premium nature of the products, the overarching idea is to illustrate how individuals can tackle different challenges throughout their day, with Baltic Watches designed to assist them in doing so. This concept is reinforced by the accompanying copy above the video: ”cut out for exploration, to test everyday life."

SEO benefits

Additionally, a key SEO benefit of incorporating videos on-site is that Google favours indexed pages which include video when assessing ranking factors, although we can’t say to what degree. This aspect can be monitored through Google Search Console.

Helps to build authentic connections with consumers

Establishing authentic connections with consumers is essential for brands, and video content plays a crucial role in achieving this goal. Research indicates that 90% of consumers prioritise authenticity when selecting brands to support. Utilising UGC can significantly enhance authenticity, as it offers social proof and shows genuine real-world experiences that resonate with people. This approach fosters trust and facilitates genuine connections with brands, particularly when the UGC aligns with viewers' everyday experiences.

Dr Dennis Gross

drdennisgross.com

Skincare brand Dr. Dennis Gross uses UGC from TikTok and integrates it onto its PLP. The brand's commitment to authenticity is evident across its site, and by providing before-and-after videos, the brand enhances transparency and authenticity.

Utilising Videowise on its website has proven beneficial for Dr. Dennis Gross. Since incorporating shoppable videos, the brand has experienced a significant 17% increase in overall site conversion. Additionally, the inclusion of these videos has contributed to a 7% boost in AOV.

Increase in conversions

Videos play an important role in driving conversions by effectively communicating key USPs, conveying brand values, and bridging information gaps to boost consumer confidence and eliminate barriers to purchase. By strategically positioning videos at key touch points throughout the user journey, brands can capture attention and increase engagement, ultimately leading to higher conversion rates.

How brands are using video on-site

1) Showcasing the product’s USPs

Highlighting the product's USPs in videos enhances the user's understanding of the product and addresses potential questions they may have, especially when product descriptions lack detail. This not only aids in converting prospects into consumers but also provides an immersive experience of the product detail page (PDP), allowing users to envision themselves using the product. As a result, this interactive approach enhances the likelihood of conversions by enabling users to absorb information in an easily digestible and memorable manner.

Bala

shopbala.com

On Bala’s PDP, each product is accompanied by multiple complementary videos demonstrating various ways to utilise the equipment, encouraging users to explore further into its capabilities. These videos, typically 8 to 11 seconds long, showcase different exercises that can be performed using the product. Alongside each video, a description details how to effectively use the product, serving as both guidance and inspiration, highlighting the versatility of the Bala products

Inka

inka.world

Below Inka’s product hero images, a corresponding video is displayed, highlighting the design features such as interchangeable straps, pocket space, and the ease of cleaning lunch packs. As the video transitions between different sections, the accompanying copy dynamically adjusts, becoming bold for the current section while the other two sections are greyed out. This design makes it easy for users to follow along, ensuring their attention remains focused throughout the 15 second video.

2) Using UGC

On-site videos often involve UGC sourced directly from platforms like TikTok or Instagram. Brands are increasingly strategising the placement of UGC on PDPs, and we are seeing more brands now positioning this closer to the "add to cart" CTA. Research shows that 86% of surveyed respondents express greater trust in brands that showcase UGC, highlighting the emerging consumer expectation for brands to integrate this type of content into their site.

Tortuga Backpacks

tortugabackpacks.com

Tortuga Backpacks, a travel backpack company, seamlessly integrates UGC videos sourced from TikTok onto its product landing page (PLP) using Videowise technology. Featured under the "Hear What Travelers Have To Say" section, these videos engage users by showcasing real experiences with the backpack. Viewers are provided with a direct link to the PDP while watching the video, accompanied by a brief description of the backpack. Typically, the content includes packing demonstrations or showing the backpack's utility as a carry-on item for flights.

A notable feature is the convenient "add to cart" option, strategically placed alongside the hero shots of the product from the PDP. This consolidation of information in one space offers prospects a streamlined way to make informed purchase decisions.

3) Creating shoppable video content

For brands wanting to integrate on-site shoppable video content, it is important to consider suitable platforms. Tolstoy and Videowise are good platforms to use as they provide a robust solution for integrating shoppable videos onto eCommerce sites, strategically linking products to create a fully immersive, shoppable experience that enhances average order value (AOV) and drives conversions.

4) Tailoring video to specific international markets

Brands operating across multiple markets must tailor their content to resonate with consumers in each country it serves. By leveraging the user's location, a brand’s website can dynamically present video content, offering a hyper-personalised experience that can significantly impact conversion rates when executed effectively. An excellent example we’re seeing more of across fashion clients is specific "city style" video content tailored to regions such as London, Amsterdam, and Copenhagen that enriches the user experience, reflecting local fashion trends and preferences. This specific example has traditionally been seen primarily through email marketing, however we are witnessing a shift towards on-site applications.

5) Livestreaming videos

Illustrating how on-site videos are progressing, livestreaming features are now being integrated. Despite this more commonly being used in Asian markets, brands across EMEA markets are starting to utilise livestreaming videos on-site. This integration could be through livestreaming product launches or archiving on-demand livestreams for later viewing. During the livestream, products mentioned are synchronised with the side panel, showcasing the items alongside shoppable links for a streamlined shopping experience.

Kate Spade

katespade.co.uk

Fashion brand Kate Spade, has integrated on-demand live streams as demonstrated during their International Women’s Day event. In this livestream, viewers witnessed models showing and explaining products, enriching the shopping experience with a deeper understanding of the items. All items featured, whether worn or in the background, are conveniently displayed in the side panel bar as a shoppable link, providing viewers with information to help make their purchasing decision.

Final thoughts

As brands increasingly tap into the versatility of video, they not only sustain user engagement but also maintain competitiveness by adopting innovative ways to integrate on-site videos. Additionally, by weaving curated video content throughout the user journey, brands can add depth to their storytelling, and build more engaging and immersive experiences. Notably, brands are exploring innovative ways to incorporate videos on-site, such as through livestreaming and personalised content tailored to user location, helping to elevate the overall user experience.

However, achieving seamless integration and maintaining a coherent brand image requires careful consideration of key factors when incorporating videos on-site, including considering:

• Ensuring the video showcases the product’s USPs
• Using UGC within on-site videos
• Creating shoppable video content
• Tailoring videos to specific international markets
• Integrating livestreaming videos

If you would like to discuss your eCommerce on-site video strategy or require assistance, please don't hesitate to get in touch.