Beyond Awareness: Video’s Growing Role in E-commerce Engagement and Conversion
Build a superior on-site video experience and reap the rewards as an e-retailer. In the second of a three-part series, Mark Blair, VP of EMEA at Brightcove explains how the right type of video content can sustain shoppers’ interest, increase engagement and turn browsers into buyers.
In the first article in this series we discussed how brands can use video to build awareness amongst their target audiences, but having succeeded in that, what’s the next step? Once you’ve pulled potential shoppers into your website to get to know your brand better, how do you keep their interest so they’ll move on to the consideration stage?
It is here that video’s interactive nature really comes into its own – offering a powerful way to engage, educate and entertain viewers, and ultimately ensuring a higher chance of converting their initial interest into a purchase.
Sustain shoppers’ interest with curated, snackable content
In simple terms, the longer you can keep a potential ‘evaluator’ focused on your brand, the better your chance of securing a sale.
A great way of doing this is linking your marketing campaigns through to a video gallery or portal where you can immerse the viewer in your brand’s message through an engaging video experience. Make use of content such as look-books, style guides and how-to demonstrations to show your products in action, and if possible walk viewers through