If you are a furniture retailer, you know how important style and quality is to your consumer (in addition to price of course!) Highlighting style, quality and workmanship in your online catalog is important in gaining consumer trust in your products ensuring their peace of mind while avoiding surprises when your product arrives at their door. Unfortunately in today’s busy world, consumer attention span continues to decrease and using verbose text to describe a product is no longer a viable solution for retailers. Video has become a popular trend among marketers and online retailers to showcase products and services in an engaging way. 76% of marketers are making video a top priority. The team at Blueport has looked into the numbers and shares four tips to help you get started.
Why are marketers making video a top priority? Let us break down the numbers:
- About 87% of the U.S. Internet audience viewed online videos in 2013
- On average, consumers who watch product videos on a retail site are 64%-85% more likely to purchase than other visitors and are more likely to stay on the site longer
- 52% of consumers who watch product videos say videos make them more confident about purchasing a product online
- Videos of products increased sales for Zappos by between 6% and 30% back in 2010 according to Econsultancy
The numbers clearly show that video sells. And if you’re a furniture retailer, you should probably start thinking about how to incorporate video into your online strategy (if you haven’t already). Here are four tips to help you get started.
Tip #4: Videos Should Be Simple, Short And Sweet
Remember when we said consumers have a short attention span? Well that attention span doesn’t just apply to reading text. The general rule of thumb is to not share a video that is over a few minutes as consumers are most engaged in the first 1-2 minutes. Therefore, the shorter the video the better. Start with outlining the objective of the video and make sure the content aligns with your objective. If you are showcasing a product, think about the questions a consumer would ask about it and key attributes to highlight.
Tip #3: Videos Should Appear Professionally Done
Producing videos has become extremely easy to do in-house. But if you go that route, make sure you put in the time and effort to make them appear professionally done so that you consumer is engaged, rather than distracted by production quality. It is important to make sure you have the right equipment for sound, lighting and location. A poorly produced video can impact not only a customer’s decision to buy, but also their perceptions of your brand. It might be better to outsource video production until you have the necessary resources on hand to take over that responsibility.
Tip #2: Video Is Not Just for Showing off Products
Considering video as an overall part of your content marketing strategy is a great way to drive engagement and develop trust among your core group of consumers. For furniture, this is especially important given that consumers on average only shop for big-ticket items like appliances and furniture once every seven years. Videos can help bring consumers back to your website more frequently, even if the original intent is not always to buy. Consider posting educational videos in addition to product ones with this in mind. A blog or resource center, for example, are great vehicles for sharing educational videos, such as design tips.
Tip #1: Don’t Forget About Search Engine Optimization
Video tends to be SEO friendly. Google places emphasis on the amount of time people spend on your site and, when people watch videos they typically spend more time on a site compared to those who do not watch them. But there is still some work that needs to be done to make sure Google is tracking your video content. Be sure to stay up to date on SEO tips for video, such as posting a separate video sitemap, to ensure you get the added SEO benefit of video content on your site.
Now that you are armed with some information you need to get started with video, get out there and do it. Retailers who get on the trend first are sure to have an advantage over those who lag behind. Lights, Camera, Action!
About Blueport Commerce
Blueport Commerce is the omnichannel solution for the $78B furniture industry. We marry retailers' bricks-and-mortar infrastructure and expertise with our decade of online furniture experience, innovative technology and unique marketing and sales solutions to create modern, efficient, easy shopping experiences. $6.3B in furniture retailers choose Blueport. For some retailers, Blueport's SaaS omnichannel platform powers their branded websites, driving sales online and in their stores. For other retailers, we drive online sales through Furniture.com, our e-commerce website. For many retailers, we do both. Our technology is transforming furniture retail, for the 4% of sofas that sell online and the 96% that don't. Learn more here. And, if you’re interested in working for Blueport, check out our available jobs on our careers page.