Updated: Jun 18, 2021
Adding videos to landing pages can increase conversion rates by 80-86%. So, it seems silly to pass up the opportunity to use this format on e-commerce, especially interactive video.
Over the past year video content marketing technology has rapidly advanced to improve customer shopping experiences during the global pandemic. Using video interactivity on landing pages can enrich the visitor experience, drawing them in and introducing them to a variety of new products which they can add to their bag straight from the video. As a result, landing page strategy is highly important to achieve max conversions.
Here's an example of Smartzer's partnership with Valentino for their Diary Collection for video ecommerce used on their landing page:
Landing page strategy:
Appropriate video content marketing is essential for optimising your brands online presence. Using relevant video ecommerce frequently can help your brands SEO and allow you to rank higher for key words and appear first in search engines. Google algorithms will prioritise pages that show elements that are the most relevant to your consumer. Using persuasive, marketing tactics on these pages will provide a top tier video ecommerce experience that will convince a visitor to make a purchase. Video interactivity can help brands achieve this.
Video interactivity
The Demand Metric Report, for example, concludes that materials with elements that make interaction possible are efficient in lead conversion in approximately 70% of the cases, while passive content reaches only 36%. This demonstrates video interactivity as a worthy investment. Every interaction that occurs within the video can be tracked and measured, allowing brands to understand customer behaviours and adapt strategies to meet demand. Formats that support data inputs like quizzes and polls can give you a clear insight into the mind of your customer.
The measurability of video interactivity makes the format a key tool for video content marketing strategy. Every stage of the purchase funnel can be measured from awareness, discovery, consideration and conversion. Interactive videos give consumers control over what happens in the video allowing for a bespoke, personalised and dynamic user experience. Videos are memorable and engaging, encouraging the viewer to learn more about your product to feel confident enough to make a purchase online. Video ecommerce strategies on landing pages can instantly grab the attention of a visitor and turn them into a qualified viewer with the desire to make a purchase.
For more information on interactive video content marketing, visit Smartzer's website here.
- Apr 12, 2021
Firstly, what is interactive video?
Brands can create clickable, engaging and immersive content by using an interactive video platform. Creators tag videos with information that the consumer can select to find out information or more detail, they might be able to zoom, spin, swipe and customise videos. These videos are then implemented into e-commerce sites and shared across social media.
Here's an example of Jaguar's partnership with Smartzer for an interactive video campaign on e-commerce:
To make sure your video is as effective as possible you are going to want to market it well.
1. Make sure the content is relevant as possible!
You need to consider what your consumer wants to gain from your video. Include a variety of products that will be popular with your consumer, include all the links to relevant pages, e-commerce, call to actions like 'click here', 'add to basket', 'buy now', 'see more'. Adapt content to suit your brand ethos and focus on creating bold, exciting visuals to draw in potential customers and reduce drop off rate.
2. Consider which content will work best as an interactive video
Do you already have videos that could be tagged to create an interaction video? Or will you need to create a fresh video with interactivity in mind. Interactive video platforms can specialise in a variety of different formats from shoppable videos, 360 degree videos, branching videos, VR videos, livestreams, quizzes, polls and more. So, you will need to think about what format will suit your brands message. All are good at engaging and converting but to optimise metrics it will need to suit your consumer's expectations. Video is a great format for product discovery, including a variety of items will boost conversion and increase click through rate. Above all, make sure content is simple yet effective as easy to understand videos hold consumer attention.
3. Make sure your consumer can find your interactive video!
Where do you want to showcase your interaction video? E-commerce landing pages can be a great destination for interactive videos as interested customers are directed to relevant products in a dynamic and immersive way, encouraging them to make impulse purchases. In fact, adding videos to landing pages can increase conversion rates by 80-86%. Social sharing helps you to reach more consumers than ever before! Social sharing can boost engagement by 62% and click through rate by 27%. Not only this, but it can boost brand popularity. Using shoppable video on social media increases qualified traffic to your e-commerce as users are already aware, informed and interested in what your brand has to offer. The best videos will allow your consumer to make direct purchases from interaction videos, reducing user disconnect from distracting content.
Here's an example of social sharing with MINI and Smartzer:
4. Learn from metrics!
Interactive videos are entirely trackable as every click that occurs within the content can be measured. This means that every stage of the purchase funnel from awareness, discovery, consideration and conversion are clearly tracked. By paying attention to these metrics brands can adapt their content to align with their consumers desires and needs. Relevant video content will help with your SEO and boost your ranking in search engines.
When designing an interaction video focus on creating an experience rather than something that they will simply watch. Interactive video platforms make it easy to create videos that engage, educate and convert.
To learn more about interactive video and how to create your own visit Smartzer's website here.
- Apr 9, 2021
Shoppable video goes beyond clickable hot spot technology...
Now, shoppable videos are not just tagged videos you can shop from and make direct purchases via call-to-actions. They can be adapted to suit your customer and your product. This could be by taking your viewer on a journey via branching, hot-spotted product galleries, 360 degree virtual showrooms, livestream shopping and more.
All of the hottest brands are jumping on the shoppable video trend, creating outstanding content that not only wows, but generates conversion. Gradually, marketers have realised the positive impact of passing over the control to the consumer and how this translates into powerful metrics.
According to Net Solutions, merchants using shoppable video see an increase of 30% in conversion rates, and in the first week of Ted Baker’s shoppable video units being live on its site, it tracked $70,000 worth of clothing sales through the video.
Watch Ted Baker's shoppable winter campaign here.
Shoppable video allows the viewer to become an active participant as they click on what interests them.
Allowing the consumer to take control is a trend that has emerged over the past years. With streaming platforms like Netflix bringing out decide your destiny episodes of Black Mirror and Bear Grylls You vs Wild, we have become more accustomed to experiencing video interactivity. These programmes allowed customers to click the screen and make choices to manipulate the outcomes. This provides a bespoke, memorable and personal experience that grips the viewer.
The adaptive, customisable possibilities of digital technology allows brands to target their specific audiences and provide the optimum shopping experience. The metrics produced by these choices allow marketers to adapt their strategies to show even more relevant products and boost conversion rates.
As a result, shoppable video can no longer be defined by a single user experience. Livestream shopping experiences bring brands and consumers together virtually to create a real-time, organic experience. The ability to reach customers in their homes when bricks and mortar stores are closed is a powerful sales tool. The realistic, personal experience livestream shopping provides gives consumers a clear view of products being demonstrated, giving them the confidence to make a purchase. The chat rooms create a community for shoppers as they speak to each other and ask hosts questions. Here, livestream shopping encourages impulse buying in real-time as if the customer was physically in a store.
So what does the future look like for video interactivity?
We live in a rapidly technological advancing world where online consumer habits are evolving constantly. As a result, it would be natural for shoppable video and interactive formats to grow exponentially over time. With formats like virtual reality making their way into trade shows, mobile apps, YouTube ads and more it is likely that this will be one of the most digitally advanced tools for video interactivity. Consumers are fascinated by technology that transports them to a different reality while educating them about a brand product. They might even be able to customise their environment, putting their brand experience in their hands. By giving control to the consumer with interactive video, brands can provide a bespoke experience that generates customer focussed conversions.
For more information on how to create your shoppable video visit Smartzer here.