How to Make a Shoppable Video to Boost eCommerce Sales

The rise of engaging videos and posts on social media is making sure every user has dopamine flying around the brain. You open any social media channel and you are invited to videos that are addictive and engaging.

Content creators on platforms like TikTok, Instagram, and Facebook have transformed the way we consume content. Consumers are stealing their micro-moments to spend more and more time on their phones scrolling posts.

To adapt with this change in consumer behavior, B2C brands should pivot towards a growth strategy that prioritizes video content in digital marketing.

And this is where shoppable videos come into play, an interactive video with in-video purchasing options.

A shoppable video smoothly incorporates product links and clickable elements directly into the video. This enables viewers to instantly explore more details about products and make purchases without exiting the video playback.

Suppose you noticed a stylish outfit on an ad, and you could click on it to see its details and add it to your cart with a simple tap. That’s convenience at its best! Right?

But, why do shoppable videos make such a big difference for online shopping?

The numbers speak for themselves:

• 87% of online shoppers say they’ve been convinced to buy a product after watching a video by statista.
• Shoppable videos can increase conversion rates by up to 300%.
• Mobile-optimized shoppable videos offer a frictionless shopping experience, perfect for today’s on-the-go consumers.

Ready to make your online store more interactive? Keep reading because this blog will guide you through four simple steps to create your own fantastic shoppable video!

How Do Shoppable Videos Work?

Shoppable videos are a powerful marketing tool that takes video engagement to the next level by allowing viewers to shop while watching videos. For example, if you’re watching a video about new clothes and see a jacket you like, you can click on it in the video, learn more, and add it to your cart without leaving the video.

They have special spots called “hotspots” that connect to products shown in the video. When you click on these hotspots, you can see details about the product, its price, and even buy it, all without having to leave the video.

Overview of Shoppable Video

• Engaging format: Videos naturally grab attention, and shoppable videos take advantage of this by smoothly combining the discovery of products with the option to make purchases right while you’re watching.
• Reduced friction: Shoppable videos make the shopping process smoother by cutting out the need to go to different product pages. This streamlined journey helps boost the chances that more people will actually make a purchase, improving conversion rates.
• Enhanced product understanding: Videos have the power to demonstrate products in action, giving viewers a more complete understanding of their features and benefits compared to just looking at still images.
• Customization options: Certain platforms offer the option to include interactive features right in the video, such as product carousels, choices for sizes and colours, and even reviews. This adds a dynamic and engaging dimension to the video-watching experience.

The Use of Shoppable Videos in eCommerce

Shoppable videos are changing how people connect with products on the internet, providing an interactive and exciting shopping experience that is beneficial for both businesses and consumers. In essence, shoppable videos are essential tools for:

• Boosting product discovery: Interactive videos attract more attention and encourage viewers to explore products they might not have noticed otherwise.
• Improving conversion rates: The simplified buying process right in the video lowers any hassles and prompts viewers to act right away.
• Enriching the customer experience: Videos offer a more engaging and informative way to learn about products, leading to more confident buying decisions.
• Personalizing product recommendations: Some platforms integrate AI to suggest products based on viewer behaviour within the video, offering a more personalized experience.

What Makes Shoppable Videos Important?

Whether you’re a small start-up or a well-established brand, shoppable videos offer a unique opportunity to significantly improve your business across various aspects. Here’s why they’re crucial:

Enhanced Customer Engagement

Shoppable videos are more than just images or text. They let customers interact and learn about your products. They show your products in use, which helps tell a better story and connect with customers emotionally. Plus, shopping is easier – customers can buy directly from the video without having to go to different pages. It’s a smoother, more enjoyable shopping experience!

Increased Sales and Revenue

Shoppable videos can help increase sales because they make buying easier, turning viewers into customers just like basic eCommerce solution. Some platforms even use smart tech to suggest products based on what viewers like, making shopping more personal. Apart from this, when exciting video content meets easy buying options, it can lead to impulse buying, where people buy things right away.

Improved Brand Perception

Shoppable videos give a better understanding of products by showing their features, benefits, and usage in a more engaging way than static images. Making high-quality videos that truly show your products can make your brand more transparent and authentic, which builds trust with potential customers. Also, using interactive and innovative shoppable videos can make your brand stand out from others, giving users a memorable experience.

Data-Driven Insights

Shoppable videos provide detailed analytics, giving valuable insights into how viewers behave, engage with products, and buy. This information can help make strategic marketing decisions. By analysing the data, you can make future videos and marketing efforts that better connect with certain customer groups.

Also, you can do A/B testing to try out different video styles, formats, and product placements, helping optimize your video marketing strategy based on data.

Additional Benefits

Shoppable videos work well on mobile, so they can reach a wide audience as most platforms are optimized for mobile use. Using relevant keywords and catchy titles can improve your video’s search ranking and increase its reach through SEO. Plus, engaging videos are more likely to be shared on social media, spreading your brand’s reach and creating organic buzz for your social media marketing efforts.

4 Steps to Boost Your eCommerce Sales

Step 1: Plan and Prepare

• Define your goals: What do you want to achieve with the video (increased brand awareness, specific product sales, driving traffic to your website)?
• Know your audience: Who are you targeting with the video? Tailor your content and product focus to their interests and needs.
• Choose your platform: Research and select a platform offering shoppable video features that fit your budget and technical expertise. Popular options include Vimeo, YouTube, InVideo, and Whisk.
• Pick your products: Highlight products with strong visual appeal, solve common problems, or cater to current trends.
• Write a script: A basic script can ensure your video has a clear flow and keeps your message focused.

Step 2: Create Engaging Content

• Shoot high-quality footage: Ensure good lighting, audio, and stable camera work. Consider hiring a professional videographer if needed.
• Showcase products naturally: Integrate hotspots seamlessly into the video, highlighting key features and benefits within the context of the story.
• Keep it concise: Aim for short and impactful videos, ideally under 2 minutes.
• Tell a compelling story: Engage viewers with an emotional connection, humour, or a problem-solving narrative. Also incorporate music & sound effects to emphasize key moments.

Step 3: Add Shoppable Elements

• Use platform-specific tools: Each platform offers different ways to add hotspots and product overlays. Follow their instructions carefully.
• Clearly link products: Each hotspot should lead directly to the product’s page on your website with accurate information and pricing.
• Balance interactivity: Don’t overload the video with hotspots. Aim for a natural viewing experience where product discovery seamlessly blends into the storyline.
• Include strong CTAs: Tell viewers what you want them to do after watching (e.g., “Shop Now,” “Learn More”). Make the call to action prominent and easy to click.

Step 4: Promote and Analyse

• Share your video: Post it on your website, social media channels, email marketing campaigns, and relevant online communities.
• Track your results: Use platform analytics and website traffic data to see how your video performs. Understand what resonates with your audience and adjust for future videos.
• Run A/B tests: Experiment with different video lengths, styles, and CTAs to optimize your campaigns.
• Engage with viewers: Respond to comments and questions to build community and encourage further interaction.

Key Components of a Good Shoppable Video

Compelling Storytelling: Make a story that pulls viewers in and shows your products in a real way. Don’t push too hard to sell and focus on making a real connection.

High-Quality Production: Put money into good lighting, sound, and editing to make a professional and nice-looking video.

Strategic Product Placement: Add “hotspots” smoothly, showing important features and benefits without giving viewers too much.

Clear Calls to Action: Tell viewers what you want them to do (“Shop Now,” “Learn More”) with clear and easy-to-click CTAs.

Mobile Optimization: Make sure your video works well on all devices, especially smartphones.

The Impact and Benefits of Shoppable Videos

Shoppable videos are not just a temporary trend; they’re changing how online stores work and making things better for both businesses and customers. Here’s a simple look at why they’re making a big impact with greater benefits:

For Businesses:

For Customers:

Types of Shoppable Video 

Shoppable videos are becoming really popular, and it’s not without reason. They provide a fun and interactive way to display products, connect with customers, and, most importantly, increase sales. However, not all shoppable videos are the same. To make a real impact on your profits, your content has to be smart, full of useful information, and enjoyable. Here are some kinds of shoppable video content that can make a difference:

Engaging Formats

1. Product Demos: Move beyond just showing still pictures and let your products shine in action. Highlight their main features, address common concerns, and show off what makes them valuable in a way that captivates your audience.

2. Lifestyle Videos: Blend your products into everyday situations that your audience can relate to, illustrating how seamlessly they can be a part of your target audience’s lives. Whether creating scenes of aspiration or addressing specific needs and occasions, make it easy for viewers to see how your products can enhance their own experiences.

3. Customer Testimonials: Use real-life stories from people who’ve had positive experiences with your products to build trust and show social proof. Showcase a variety of customers and emphasize how your products helped them overcome relatable challenges. This authenticity can make your brand more trustworthy and appealing to a broader audience.

4. How-To Guides & Tutorials: Provide informative content showcasing your products. Demonstrate how they can be used, uncover any hidden features, and address common challenges that customers might encounter. This educational approach helps customers better understand your products and how they can meet their needs.

5. Behind-the-Scenes Glimpses: Provide exclusive access to your brand story, production process, or company culture. This helps build an emotional connection and fosters transparency with your audience. Sharing behind-the-scenes glimpses can create a more personal and relatable connection, strengthening the bond between your brand and customers.

6. Shoppable Livestreams: Host live interactive sessions where viewers can ask questions, see products in action, and make purchases in real-time. Boost the excitement by including limited-time offers and exclusive deals to create a sense of urgency, encouraging viewers to take immediate action.

7. Quizzes & Polls: Engage viewers with interactive elements and personalize product recommendations based on their responses. Use humour and surprise elements to keep them hooked.

8. Virtual Try-On Experiences: Take advantage of Augmented Reality (AR) technology to enable customers to virtually try on clothing, makeup, or accessories. This creates a more personalized and confident shopping experience by allowing customers to see how products look on them before making a purchase.

Measuring Success: Key Metrics and Benchmarks

Shoppable videos offer a powerful tool for e-commerce businesses, but effectively measuring their success is crucial for optimizing future campaigns. Here’s a breakdown of key metrics to track and some benchmark stats to guide you:

Engagement Metrics For Shoppable Videos:

• Video Views: The total number of times your video is viewed, known as video views, is a significant metric to track. However, it’s crucial to note that high view counts don’t necessarily ensure meaningful engagement.

• Average Watch Time: The average duration viewers spend watching your video, termed as watch time, is a key metric to monitor. Aiming for at least 30% of your video length in watch time ensures that viewers are engaged for a substantial part of the content.

• Completion Rate: The completion rate, representing the percentage of viewers who watch the entire video, serves as a crucial metric for evaluating engagement. A higher completion rate indicates robust viewer engagement with the content.

• Click-Through Rate (CTR): The Click-Through Rate (CTR) within shoppable videos is the percentage of viewers who click on product hotspots or Call-to-Action (CTA) buttons embedded in the video. Industry averages typically fall between 2-5%, so aiming for a higher CTR can lead to improved performance and greater viewer interaction with the featured products.

• Social Shares and Comments: Shares on social media and comments on the video platform are indicative of viewers finding the content interesting and worthy of sharing. These interactions reflect audience engagement and the perceived value of the video.

Conversion Metrics For Shoppable Videos:

• Shoppable Click-Through Rate (sCTR): The percentage of viewers who click on a product hotspot and are redirected to the product page.
• Add to Cart Rate: The percentage of viewers who add a product from the video to their shopping cart. Aim for at least 1-2% for good performance.

• Purchase Conversion Rate: The percentage of viewers who actually purchase a product after interacting with the video. This is the ultimate conversion metric, with benchmarks varying by industry and product type.

• Return on Investment (ROI): Analyse the revenue generated from the video compared to its production and promotion costs.

Additional Metrics:

• Brand Awareness: Track website traffic, social media mentions, and brand searches related to the video to see if it increases awareness.

• Customer Sentiment: Analyse comments, reviews, and social media mentions to gauge audience reception and identify areas for improvement.

Conclusion

Shoppable video is already making waves in e-commerce, and the future holds exciting possibilities for boosting sales even further. Here are some key trends to watch:

Shoppable videos are getting more personalized with AI suggesting products based on your likes.

They’ll be everywhere – on social media, live streams, and TV ads. Soon, you can use AR and VR technology to try on clothes or see furniture in your home before buying.

Videos will be interactive, letting you click on products, ask questions, and join polls. Livestream shopping, where you can buy things while watching, will keep growing. Brands will use data to improve videos and focus on building trust through influencers and eco-friendly, ethical products. Shoppable videos are not just ads; they’re becoming a whole shopping experience.

Overall, the future of shoppable video is bright. By embracing these trends and focusing on creating engaging, personalized, and trustworthy experiences, brands can leverage this powerful tool to boost their e-commerce sales and build lasting relationships with their customers.

To wrap it up, using shoppable videos is a great way for online stores to sell more and make customers happy. Just follow the tips in this article to create a video that people like and that helps boost sales.