The Product Videos Shoppers Want to See on a Product Detail Page
A guide to what videos shoppers want to see on a product detail page and the ones they don’t!
The most effective digital marketers and merchandisers understand that not every consumer is at the same place in their buying journey. Some prospects are just beginning to research a problem or category, while others are actively considering one or more products and just want to be sure they are making the right choice. Still others have already made a purchase, and they are now looking for support, additional information, or accessories to help them properly use the product.
Video content plays a critical role in nurturing prospects at different stages of the journey. But there’s an important caveat: you’ve got to serve the right videos to the right group of people at the right time. This holds especially true on the product page, where many sellers don’t fully appreciate what shoppers are seeking at that particular stage.
Product page visitors are looking for specific information
When someone browses a product detail page (PDP), they are pretty far down the purchase funnel. To understand why this matters, let’s map a typical shoppers journey, the type of information they are seeking, and the sorts of videos that are most effective:
- Top of the Funnel (TOFU): At the very top of the funnel, a shopper may not even be actively searching for the product in question. Videos that touch a shopper at this phase are typically heavily-branded and oriented toward building awareness and engagement. They often look like traditional advertising (i.e. the 30-second television spot). “Content marketing” videos often also target the top-of-funnel; they tend to educate and/or inspire -- often in the form of “how-to” videos (i.e., how to build, fix, install, assemble, cook, wear, decorate, prepare, etc). TOFU videos are typically used in social media, paid advertising, and email campaigns.
- Middle of the Funnel (MOFU): If a consumer is new to a particular category, she may seek out information to help navigate the category and generally understand available features, price points, and brands. These MOFU “buying guide” type videos are often found on the retailer or brand’s site (often at category-level pages) but also are often promoted elsewhere (ads, social, emails, etc.)
- Lower Funnel (LOFU): By the time a shopper has reached a product detail page (PDP), she is comparing specific brands, features, and prices. At this point, she is seeking as much product-specific information as possible. Video is a great tool at this point IF it is structured and shot in a way that gives the shopper what she needs to quickly make an informed and confident decision.
Despite the distinction between these phases, too many retailers simply recycle top-of-funnel videos (often from TV advertising campaigns) onto their product pages as an afterthought -- without considering what their prospects and customers are really looking for.
What types of videos should you include on a product page?
Based on our experience, we’ve identified three types of product-level videos that work well on the product detail page:
- Feature/Benefit Demonstration - These videos demonstrate the specific characteristics of a product and the direct benefits that are gleaned from them. For example, a video about a running shoe may highlight the shock-absorption technology and lightweight materials -- while also providing different angles of its sleek design and shots of it in use by a runner. The best videos show the product in context and in use, so you can see the feature in action, understand the product’s size/sound, etc.
- Unboxing / Assembly / Installation / Getting Started - Many retailers are under the misconception that unboxing, assembly, installation, or “getting started” videos are only for people who have already made a product purchase. In reality, prospects often use instructional videos to gauge how hard a product is to put together or begin using, which can have a drastic impact on their purchasing decision.
- Ecosystem - Many accessory-type products are designed to be used with others from the same family or manufacturer. When this is the case, it provides an ideal opportunity to use video to cross- and up-sell. For example, an electronics company might show a pair of their bluetooth headphones plugged into one of their charging accessories. A sporting goods company might show their sneakers being worn with socks, protective padding, and so on.
What type of videos should not be used on product detail pages?
As mentioned earlier, it’s important that you don’t simply reuse advertising or promotional video spots that were designed for other channels or stages of the shopper journey. Any video content that is designed primarily to build a brand, promote, or drive awareness of your company is probably not a good fit for a product video page.
If you’re shooting multiple PDP-level videos, it’s also advisable to shoot them according to a specific template. When a shopper is browsing a category, you want to make it easier for her to compare different products. If each video is structured or ordered differently, it makes it challenging to compare between products and slows down the purchase decision.
Retailers who collect videos from different manufacturer brands, rather than shooting their own, are most often guilty of violating these tenets. Manufacturer-supplied videos may or not be designed specifically for the PDP and each brand is going to structure their video differently, creating an inconsistent and potentially frustrating experience for shoppers.
Product videos aren’t created equal
Calibrating video content for buyers at different stages will elevate your user experience above competitors. The right videos on a product page has been proven time and again to increase sales, lower return rates, and improve shopper loyalty.
Interested in learning how Invodo helps clients create video for each step of the buyer’s journey? Get in touch with us today.