It’s no secret that video is the most engaging and emotionally captivating medium. However, it is still so young in the world of fashion e-commerce. This under-utilized, immersive multi-medium can convert window shoppers into repeat customers, increase product confidence and build brand trust. Ultimately, fashion brands want to build a loyal customer base and increase their sales. That’s where product videos can contribute. Rich video content increases visitors to your site, builds confidence in the product and increases overall spend.
So, are you using product videos on your website? If you’re still not convinced, here is a list of 4 reasons why you need to use product videos in fashion e-commerce – like, now!
Grow Confidence with Product Videos
When customers are more confident in the products they’re shopping for and the brand they’re shopping from, their willingness to spend increases significantly. You can increase the confidence in your merchandise by adding product videos. Videos make the product feel real to the shopper. This boosts confidence in the purchase they are about to make. High-quality product videos increase the overall trust in your brand. Shoppers find that companies with rich, immersive video content can be more trusted because they back their products and value their customers enough to give them a better shopping experience. These customers are then more confident in their purchases and, overall, your brand. Confidence equals repeat shoppers and loyal shoppers.
Reduce Consumer Returns
Adding product videos to your listings provides customers a better understanding of the item versus just a carousel of photos. Customers tend to be less surprised when receiving a product after having seen a video. Videos show more than a photo can. Video allows shoppers to view the item from a variety of angles. They see how the clothes look when in motion, how the light interacts with the fabric and even how the texture plays a part in the fit. Shoppers gain a better impression of the item. Product videos help customers make a more accurate decision on whether or not it would work for them and helps them select the right size. Therefore, they’re less likely to return because of how easy and transparent the process was.
Bridge the Brick and Mortar Gap
Being able to try on clothing is a luxury these days. Our busy lifestyles and the inconvenience of going out to an actual store all play a part. However, touch and feel is the big reason why brick and mortar retailers continue to exist. This is the main thing missing from online shopping. An excellent way to bridge this gap is by using high-quality product videos. Videos provide your customers a tangible alternative online. Up-close videos that rotate all angles of the product help the product feel real. And offering up multiple videos showcasing a variety of sizes and colors helps the consumer envision themselves in the item.
Increase Your Sales with Product Videos
Every business wants a ROI for their marketing efforts. Adding product videos to your overall marketing plan should be no different. Videos help increase sales in a variety of ways (basically every way). They expose your products to shoppers who weren’t actively searching for them. A shopper may not be looking for a certain clothing item, but the video showcasing the movement, color and fit of the product elicits an action in them that they must add to cart. Video also increases your rank on Google search engines. By adding product videos to your website, you have doubled your chances of ranking high and increasing your reach. Therefore, you are adding more potential customers onto your website.
If you need some stats to help convince you, 73% of visitors who watch videos of your products will buy them (1) and 96% of consumers find videos helpful when making online purchases (2). These numbers speak volumes. The goal is to increase your sales by actively driving traffic to your site and allowing a seamless experience. Product videos do this.
Why You Need Product Videos
When you add product videos to your listings, you are allowing your products to become fully transparent to the consumer. This results in an easier experience for them and a higher ROI for you. Transparency is key to bridging the gap from brick and mortar stores, reducing customer returns and dissatisfaction, increasing your overall sales, and building trust and confidence in your brand. The best way for fashion e-commerce to gain transparency and to have success in the online fashion retailer world is to incorporate product videos within their listings. Videos are the best way to turn browsers into shoppers, and shoppers into loyal, repeat customers. Video is the present and the future – don’t stay in the past.
