Video Stories Step into the world of interactive videos. Our blogs give you an inside look into creating video content for your e-commerce store. Learn how you can drive customer engagement and turn one-on-one conversations into conversions.
eCommerce Guide: Strategies for Driving Conversions and Scaling Your Business Introduction
E-commerce is a rapidly growing industry, and with more and more people turning to online shopping, it's more important than ever for businesses to have a strong online presence. In a recent webinar with Tim Masek (CEO, 1-800-D2C) and Anaita Sarkar (Author, Sell Anything Online), they shared proven key strategies for driving conversions and scaling your eCommerce business.
Exciting New Tools
Fondue: Offers cash back incentives to customers. Discounts are shortsighted, lack longevity, and are a huge loss of revenue. Discounts also capture the wrong type of customers who are motivated by discount incentives and won’t buy your product at full price. A better solution is to offer customers cash back. Those who are discount incentivized are still motivated to purchase. Those who aren’t motivated by discounts won’t redeem the cash back, and the money will go back into your business.
Bounty: Automate the process of gathering UGC and purchasing the rights to use the videos. Bounty empowers the everyday customer to become a creator by incentivizing them with cash based on how many views their videos receive. Businesses can gather more UGC at a lower price.
Tolstoy: Add UGC to your online store. With Tolstoy you can get more mileage out of your social media videos by having them live on your site. With scrollable video feeds on your site, customers will spend more time on your site and have a larger AOV.
Spellbound: Create interactive emails to engage customers and collect data. Stop making your emails sound like a sales pitch, turn them into a 2-way conversion. It’s high touch and you gather feedback.
Most Popular Tech Stack for Launching an eCommerce Business
Best to start with:
Shopify: Commerce platform providing trusted tools to start, grow, market, and manage a retail business of any size.
Klaviyo: Automates personalized email and SMS communications. Connects to your store to create customer segments based on past purchasing behaviors, customer preferences, and even future predictions of spending.
Gorgias: Customer support platform to chat with customers, edit orders, modify subscriptions, and refund payments
Junip: Collect reviews via email and SMS. Leverage photos and videos from customers to share directly on your storefront.
Okendo: Capture and showcase social proof such as product ratings and reviews, customer photos, videos, and Q&A.
Easy add ons to take your store to the next level:
Social Snowball: Automated affiliate acquisition, one click universal payouts, and a simple interface for eCommerce merchants selling on Shopify.
Superfiliate: Personalized storefronts for your best customers, influencers, and affiliates
Smartrr: Subscription app built to increase LTV, Smartrr increases customer engagement and brand affinity with a variety of out-of-the-box subscription models, flexible subscription management options, loyalty rewards, referrals, and member-only benefits. High-growth brands, such as Starface and Bloom, have seen an average of 5X more sales over the lifetime of a subscriber.
Skio: Subscription platform that is multilingual and gives customers an easy way to login to their account (passwordless login via SMS code).
Bounty: Drive growth by generating more UGC videos. At checkout an automated message will be sent to customers to encourage them to take a video review of your product and post it on TikTok.
Tolstoy: Increase conversions and leverage UGC by strategically adding interactive videos throughout your customers shopping journey.
Tools to Significantly Improve Website Conversion
Kno: If you’re advertising on TikTok, you need a post-purchase survey. KNO helps ad buyers better understand who their customers are, and where they’re coming from. Dial in your post-iOS 14 attribution, build more accurate personas, and drive action with pre-built post-purchase survey templates.
Oddit: eCommerce designers take an unbiased look at your website and gives you constructive feedback on changes you can make to your site to boost long-term conversion & strengthen brand loyalty. In Tim's words, Oddit will “roast your website.”
Clarity: Tim's most shocking finding of 2022. Clarity by Microsoft is a free research software that does heat mapping and scroll mapping.
Tolstoy: Having UGC or video content in strategic places throughout your entire eCommerce experience will help you drive hard conversions.
New Trend that Could Help DTC Merchants Get Off the Ground
Managed marketplaces can help DTC merchants get their products in front of a wider audience and increase their visibility. AOV is much larger than it would've been for a single store. An example of a managed marketplace is Ohne, a curated destination for a community looking for the best products in period care, sexual wellness and wellbeing. Brands that have seen an increase in conversions from using marketplace cross-selling are Blendjet and Manduka.
Carro automates marketplaces by connecting Shopify stores together to enable cross-store selling. Using Carro you can sell your products on leading stores, sell their products on yours, or both. Best thing about Carro is you don't have to hold any inventory because the merchant will ship the product.
5 Steps to Scaling Your Business
Tim shares his learnings gathered from interviewing 50+ eCommerce founders - you can view his full interviews from Under The Hood here.
Start with a remarkable product: “Consumers are the fortune tellers,” if it’s a good product, you will grow organically by word-of-mouth. Jeff, founder of Ugmonk, and Mike, founder of Windmill, are great examples of businesses that have started with a strong product and have seen success as a result. Unit economics are critical to growth: Don’t lose sight of your goals and get trapped in the appeal of growing at any cost – like spending too much money on ads and PR. Always keep your eye on a high profit margin. Matt, founder of Spacegoods, set himself up for success by creating a business model that led to a 85% profit margin.Paid advertising: Raize, Keto cookies, increased their monthly revenue from $10k per month to $50k per month by adding paid campaigns. Raize scaled exclusively with Facebook Ads. Other advertising channels like TikTok and Instagram can be explored, but traditional advertising on Facebook is reliable, and it works. Effective communication: Have a cohesive storyline from ad to landing page. Ask yourself, “what is the consumer’s goal?” and “how will they feel when they land on my page?” Landing pages are an incredible way to increase conversions. If a consumer comes across an ad for padded bags, when they click the ad, they should be taken to a landing page that features padded bags, not the generic homepage for all different types of bags offered. Anaita uses Shogun to create dedicated landing pages for targeted ads. Listen to customers: Jones Road Listening to customers (Eli) / making tweaks to Klaviyo flows / adding bundles / refining referral mechanisms. (Amelie at Underdays)
Using 1-800-D2C for Competitive Analysis and Industry Insights
1-800-D2C has a comprehensive list eCommerce companies and what software tools they are using. 1-800-D2C can be used as a tool to do a competitive analysis on similar merchants within your vertical. For example, you can see what software a competing business is using to help guide their consumers in sizing. Another way to use 1-800-D2C is to see what tools are popular in other industries and how you can apply it to your business.
The Future of eCommerce, is DTC Dead?
Despite the challenges of the past year, DTC is far from dead. In fact, more people are selling online than ever before, with estimates showing an increase of over 200% in the last two years.
Having a strong product, effective communication, and utilizing the right technology stack are all key strategies for building and scaling a successful eCommerce business. Additionally, managed marketplaces can be a great option for DTC merchants looking to increase their visibility and reach a wider audience. DTC is growing and the market is ripe with opportunities.
Video marketing Top 5 Ways to Use UGC in Your Online Store What Is UGC?
UGC is User-Generated Content which is created by individuals. The content can be in a variety of forms such as text, photos, videos or podcasts. Here are the most common types of UGC:
Reviews and Ratings
Reviews are the most common form of UGC. Reviews can be given as star ratings, comments, pictures and videos.
While reviews are a quick overview, testimonials are a longer, more in depth story about a customer’s experience. These are usually inspirational stories that go into detail of before and after the use of a product.
Subscription companies offer customers more than just a product, but the experience of opening a gift and the element of surprise. Audience members enjoy watching unboxing videos as a way to discover new products. Another reason for the popularity of unboxing videos is for potential buyers to verify the quality of a product before purchasing it themselves.
Most of the time UGC isn’t centered around a product but is just created for pure fun – like this Mission Impawsible TikTok.
How Is UGC Different From Influencer Marketing?
Influencer-Generated Content is motivated by material compensation such as money or services. When an Influencer is being paid to advertise a product, their opinion becomes biased and less trust-worthy. According to a Stackla report, “UGC was shown to be 8.7x more impactful than influencer content and 6.6x more influential than branded content in consumers’ eyes – with 79% of people saying user-generating content highly impacts their purchasing decisions.”
Benefits of UGC for eCommerce
With shopping moving online and there being more options to choose from, consumers look at brand trust to help them make decisions. A potential buyer wants reassurance they are getting a quality product and superior service. User-generated content such as reviews and unboxings help buyers make decisions, as well as helps online stores increase sales. Below are a few examples of the benefits of UGC.
User-Generated Content is the most trustworthy form of marketing available. In Nielsen’s 2021 Annual Marketing Report, 89% of consumers trust recommendations from people they know and 71% trust opinions from influencers. Comparatively, branded content such as online banner ads and ads on search engine results were less likely to be trusted.
Creates Lasting Loyalty
Humans have a need to feel seen and heard. When customers feel recognized and validated on an individual level by a company, they form a loyalty to the brand. “43% of consumers say they would be more likely to continue engaging with and purchasing from a brand if it shared their photos or videos” (2021, Stackla).
Boosts Conversion Rates
When a customer views authentic reviews, they become more confident in their decision, leading to higher sales and less returns.
Increases Traffic and Brand Discovery
Search engines look for specific keywords associated with websites. As users leave reviews and write about the brand, those keywords naturally increase the SEO score of an online store. Additionally, when users post about their experience with a product on social media, it leads to greater brand discovery. Smartly.io reported, “82% of Gen Z consumers use social media as a way of finding new brands.”
As user-generated content is voluntarily created, it is free marketing for a company.
Most Effective Platforms for UGC
The top social media sites of 2022 are:
Reviews are also found on Amazon, Yelp and Google.
How to Get UGC
The first way to know if you have UGC is to search online. As UGC is created without incentives, there might already be content on your brand out there. However, there are ways to encourage consumers to create content without putting pressure on them.
Emails and SMS
Follow up on a sale with a personalized message to your customer. Get creative in asking them to leave reviews and unboxing videos.
Creating a hashtag unique to your brand will encourage social sharing. Fashion label ASOS created #AsSeenOnMe for customers to post photos of themselves in ASOS’s clothing.
Tiktok challenges can go viral within minutes. Create a specific task based on your product and share it with your audience. An example of a branded TikTok challenge was Colgate’s #MakeMomSmile campaign.
While influencer marketing is not UGC, a sponsored ad by an influencer could inspire their followers to do the same.
Effects of Including UGC on Your Online Store
Consumers actively seek out user-generated content such as reviews, unboxings and product displays to make decisions. When you put UGC directly on your product page, you are helping the buyer make a decision. Stackla reported the following:
“80% of consumers say they’d be more likely to purchase a product from an online store if its website had photos and videos from real customers.”“58% of consumers have left an ecommerce store without purchasing because the site didn’t contain any customer reviews or photos.”“71% of consumers agree they’d be likely to purchase from an online store if the brand made it easy to click-to-purchase an item directly from an inspirational image.”
Top 5 Ways to Use UGC in Your Online Store
Numerous studies show that user-generated content has an influence on purchasing decisions. Add UGC directly to your online store to have an immediate impact on sales.
1. TikTok Gallery
TikTok videos are an engaging way to show how popular your product is. TikTok videos can be compiled and displayed directly on your online store using Tolstoy.
2. Shoppable Videos
Feature customers using your product on your homepage. With shoppable video galleries, customers can click-to-purchase from inside your video.
3. Unboxing Carousel
Display customer unboxings directly on your landing page to showcase your product.
4. Social Media Photos
Gather photos in one place on your website to show testimonials from your customers. Common places to display social media photos are on the landing page, product page and in the footer of the entire website.
5. Testimonials Page
Having a page dedicated to clients sharing their stories can inspire future buyers to join the community.
Nielsen. (2022). Global Annual Marketing Report 2022.
IAB. (2019, May). User-Generated Content for Marketing and Advertising Purposes.
Stackla. (2021, August). Post-Pandemic Shifts in Consumer Shopping Habits: Authenticity, Personalization and the Power of UGC.
Smartly.io. (2022, May). How to Engage Gen Z on Social Media.
https://www.smartly.io/ebooks/how-to-engage-gen-z-on-social-media Shoppable video How Shoppable Video Is Shaping the eCommerce Storefront Shoppable video is rapidly transforming the ecommerce storefront as businesses realise the awesome potential of this incredibly effective tool. From web searches to livestreams, video is increasingly driving purchasing decisions with conversion rates of up to 30% and an incredibly positive return on investment.
As worldwide ecommerce sales are projected to skyrocket from $5 trillion to $8 trillion dollars by 2026, shoppable video is expected to make up the bulk of these sales.
Unlike a conventional web-based ecommerce operation where products and services are showcased via images and text with a separate shopping cart, contact information and customer service page, video ecommerce is an all-encompassing experience centred around the customer. It’s for this reason that the medium is poised to replace traditional web stores to become the ‘new normal’ of buying and selling online.
As the established default expression of the internet, video and video-centred online shopping satisfies consumer demand for a more sociable, interactive, and entertaining shopping experience. According to recent Hubspot data, the number of people watching video online has doubled since 2018. Further surveys revealed 55% of customers conduct research by watching product videos before they make a purchase while 88% of customers say they’ve been persuaded to buy a product or service by watching a brand video.
Businesses are responding by taking a video-first approach to ecommerce with behind-the-scenes livestreams, video consultations, and personalised product recommendations. Thanks to the burgeoning video ecommerce industry, brands have the means to create a seamless shopping experience from reviewing products and services to checking out. Viewers simply click on embedded Add to cart or Shop now buttons as they watch the video which will then redirect them to where they can make a purchase without ever leaving the video page.
Shoppable Video Helps Brands Craft a Better Online Shopping Experience Through Data
As its own self-contained ecommerce platform, shoppable video which encompasses interactive video shopping and live video shopping causes minimal disruption to the customer’s enjoyment of video content. The winning formula combines digital window shopping and entertainment to ensure customers get the full benefit of a fun shopping experience without having to leave the platform.
The entire buying journey is simplified by the availability of in-built links to browse, select, examine, and buy products. A key advantage to an all-in-one platform is that brands will have greater access to customer data – every touchpoint provides information on the business’ performance including which channels and products do best. Other analytics like conversion data, click-to-view, click-to-buy, and click-to-share provide a solid starting point towards maximising customer engagement and repeat business.
Shoppable Video Is Embraced by Gen X and Gen A
Immersive video is ideal for nurturing a deeper and more authentic connections with customers and no other group is more receptive than the latest generation to come of age. Gen Z and Gen A are the first wholly digital generation, and their beliefs, attitudes and behaviours significantly differ from their predecessors. While TikTok has a large cohort of older users, 60% of its users are Gen Z. And if there’s one defining trait about this group, it’s that they really love short-form videos.
Gen Z shoppers seek novelty, authenticity and most importantly, social proof. According to a study by the Influencer Marketing Factory, 97% of Gen Z say they use social media as the chief source of shopping inspiration. Eye-catching video content, preferably with a raw and unfiltered aesthetic fit in with Gen Z’s preference for brands that demonstrate they’re up to speed with internet culture.
Credibility is another important factor to Gen Z shoppers. Not only do they expect sophisticated and personalised content, they also want to get a good idea of what it is they’re buying – the fabric and feel of materials, how product colours look in different lighting, how they fit on models with bodies similar to them. Video ecommerce allows brands to cater to these requirements and more.
Shoppable Video Harnesses the Power of Social eCommerce to Sell More
Mindful of younger generations’ preference for peer-reviewed products and recommendations, brands are investing more in influencers to get their messages across. Once again Gen Z are the leaders of video-driven ecommerce: statistics show they use TikTok to search for products more than even Google. Socially-driven video commerce not only has the power to go viral, putting brands in front of new audiences, it also enables cross-promotion with trusted influencers.
As more shoppers acclimatise to new technologies and the increased interactivity of video formats, shoppable video will become an entrenched part of online shopping, forever changing the ecommerce storefront. Shoppable video An eCommerce Guide to Shoppable Videos Consumers today are used to discovering and engaging with people and brands through authentic, off-the-cuff, short-form videos, on platforms like Tiktok, Instagram, and Snap.
By not offering a similar experience on their storefronts, brands are missing out on valuable conversions and data.
In this guide we’ll cover everything you need to know on how to create engaging Shoppable Videos. Plus, we’ve included examples from successful brands who are using eCommerce videos to increase sales.
Mobile shopping is continuing to rise, as are consumers' expectations of convenience. Shoppable videos streamline the shopping experience from product discovery to check-out. See the examples below of how brands are using shoppable videos to make it easier for consumers to view and purchase products without ever leaving the video.
Nothing beats high-quality content. Capture your audience's attention (& wallet) with an experience as immersive as TikTok. Read below for the top 5 benefits of using shoppable videos for eCommerce.
1. Increase Customer Engagement
Swipeable videos are familiar to customers, it mimics the experience on TikTok and Instagram Reels. When Shoppable video feeds are added to a site, customers view more products and spend more time on-site.
2. Deliver a Seamless Shopping Experience
With an all-in-one platform to watch videos and shop, you’re satisfying the immediate purchase desire that content creates for the viewer, and in less clicks!
3. Give Personalized Recommendations
Connect authentically and guide users towards the right products for them. It’ll feel as if they have a personal shopping assistant by their side.
4. Gain Valuable Consumer Insights
Interactive videos provide tangible data on the customer journey. Use the collected metrics to uncover customer needs, improve their experience, and gain deeper insights into their buying habits.
5. Improve Conversion Rates
Turn your visitors into customers in 5-minutes. Shoppable video drives engagement and streamlines the checkout process, making it easier and quicker for consumers to purchase.
Shoppable videos are the future of eCommerce. Pull ahead of your competitors and increase in your key performance indicators (KPIs) by using the methods below.
1. Promote New Products
Give your customers a visual walkthrough of your products or collections then allow them to add these items to the cart and be taken to the checkout page, directly through your video. Products can be categorized into Stories (similar feel to Instagram), or displayed in a scrollable Feed (similar to TikTok).
2. Provide Offers and Discounts
Make it easy (and fun!) for customers to view your latest offers and discounts. You can even include promo codes within the video that your customers can use instantly.
3. Hook Viewers With Creator Content
Capture your customers' attention with engaging footage and provide them with a unique channel for shopping at the same time. Grab user-generated content (UGC) you already have on TikTok, Youtube or Instagram, such as unboxing videos, wardrobe hauls and honest reviews, and place them directly on your product page.
4. Give Personalized Product Recommendations
Turn visitors into customers when you engage them in a video quiz and provide product recommendations specifically for them.
5. Place an Add-to-Cart Button on Any Video
Grab any video you already have on social media and it to your website or marketing campaign. Upgrade your video with an “add-to-cart” button or a link leading customers to a special landing page.
Maximize views and engagement on your shoppable videos by incorporating them into every aspect of your eCommerce marketing strategy. Below are the best ways to share shoppable videos to boost conversions instantly.
Maximize views and engagement on your shoppable videos by incorporating them into every aspect of your eCommerce marketing strategy. Below are the best ways to share shoppable videos to boost conversions instantly.
Add Shoppable Videos to Your Website
Bring your TikTok and Instagram videos to your website and let customers purchase products through them. With the below features, you can place shoppable videos on any page on your website or Shopify store.
Send Shoppable Videos by SMS or Email
Meet your customers where they are. Reach them on their mobile devices with attention grabbing videos through SMS and Emails. Your customers can start shopping directly through your video the moment they receive your email. Our favorite ways to use embedded shoppable videos
Best Practices for Creating Shoppable Videos
1. Include Add-to-Cart Buttons
Shorten the customer’s path from video consumption to purchase by making it easy for them to purchase items directly from the video.
2. Focus on 5-6 Products for Each Shoppable Video
Customers retain the most information when there are common themes and a limited amount of items. Group your products into collections and show only 5-6 products per video.
3. Provide Captivating Product Demonstrations
Through engaging and educational footage, give your customers a reason to buy your products by showing exactly how and why they should use them.
4. Create Exit Intent Videos
When a customer is about to leave the page, set rules to pop up a widget that can engage users and keep them on the site longer - and even purchase straight from the new video.
5. Be Creative
At the end of the day, the goal is to entertain your customers to the point where they don’t want to look away from the video, and thus leave them more likely to buy your products.
Looking for More Inspiration?
There’s no limit on the ways you can create and share shoppable videos to boost store sales instantly. For more inspiration, check out this article on 6 types of interactive Tolstoys you can create to level up your eCommerce game.
If you have any questions, don’t hesitate to reach out to [email protected], we’re happy to help. Video marketing 5 Ways to Digitize Assisted Shopping to Link Your Offline & Online Store There's no denying that the world has been quickly shifting towards a digitized era, and with the help of the recent pandemic, the need for contactless shopping has skyrocketed this change. As shopping has taken a shift towards the digital world, it's essential to integrate your own store with the online world in order to stay ahead of the curve.
We've put together 5 tips for helping you do so.
1. Encourage Customers to Follow Up With Your Brand
Making a sale should not be the end of your relationship with your customers. Returning customers costs your business less, and encourages loyalty, brand awareness, and repeat sales.
One way you can encourage customers to return to your store is by placing QR codes or your site's URL on the packaging.
The interactive video above is a great example of how a QR code or URL listed on packaging can bring customers back to your store and directly into a new sales funnel. In this case, through personalized skincare recommendations.
By encouraging customers to return to your online store, you not only gain the opportunity to make another sale but can further engrave your brand's name into the shopper, thus encouraging brand loyalty and a spread of awareness.
2. Implement Buying Online & Picking Up In-Store
BOPIS is a click-and-collect strategy that allows customers to browse through your products in the comfort of their homes, make a purchase, and simply arrive at your physical address for collection.
Customers don’t have to wait for products to be delivered, stand in long queues, or deal with returns of items that don't reach expectations. Products are also generally cheaper as customers save on delivery costs. With the option for customers to browse through an online catalog, it's possible to showcase more items than your physical storefront can display.
When customers come to collect, stored times can be brought from the back store, thus creating a wider variety of products and more sales opportunities. With cheaper products, less effort, and a faster reward, it's clear why allowing customers to buy online and pick up in-store is an effective strategy.
3. Allow Customers to Save the Product for Later Online
Allowing customers to browse through your products online, select what they like, and save it to be purchased later (like a shopping cart seen on eCommerce stores) will encourage shoppers to return to your online store to complete the purchase or make a new one. Not only this, but tracking what customers save can give you a better understanding of a product's popularity, how to correctly stock the item, and where potential buyers fall off the sales funnel.
Customers should be allowed to return to the online store and continue with the buying process, or, alternatively, pay and collect for the item at a physical address.
4. Allow Ordering in the Store & Shipping to Customers’ Homes
Not everyone likes to shop online; however, in-store shoppers can be limited in what they purchase due to transport space or time. One way to counteract this constriction on sales flow is by offering customers the ability to browse and purchase products in-store and have them delivered to their homes. This allows customers to purchase a much larger quantity of goods, both perishable and non-perishable.
Not only will customers be able to buy a larger quantity, but the physical size of the items is limitless. Lastly, not being able to see all the items they have purchased encourages shoppers to buy more, as they have not registered the quantity.
5. Interact With Your Community
Interacting with your community online is more important than ever. Not only will keeping an engaged community encourages customers to return to your store, but it will present a place where you can freely advertise new products, deals, and future items.
Interacting with your community gives your brand or company a personalized touch, and a "human-like" aspect, which further encourages customer loyalty. When customers are contacted and interacted with, they feel special and as though their needs and efforts are not only seen but cared for. An experience like this will keep customers coming back time and time again.
A great way to interact with your community is to use content offered up willingly by them on your site, such as video reviews, or by offering interactive quizzes. You can even combine the two to have ambassadors for your brand advocate for your product in an interactive way, such as the video quiz below.
The world has become digital, and thus created the need for brick-and-mortar stores to integrate the digital world into their physical stores. By doing this, you will be able to engage with a younger audience, encourage faster, cheaper sales with a higher ROI, and increase customer experience and satisfaction. Video marketing Using Videos to Book More Meetings (No Forms Required) You're probably wondering, is it really possible to book more meetings with video content? The answer is a resounding yes. Video content has the power to engage not only potential buyers but also high-quality leads and opportunities, making it one of the best interactive marketing strategies available.
Video content can help prospects visualize your product or service before they have even had an opportunity to learn about it in detail. This can help create a more personalized connection and make them more likely to schedule an appointment—that's the main goal, after all.
Today, take a look at how you can utilize video content to increase the quantity and quality of meetings you book.
The Power of Video Content
Video content has the power to draw potential buyers in and engage them on a deeper level than any other medium. It creates an emotional connection that helps you build trust while also providing valuable information about your product or service. With video, you can create an unforgettable experience for viewers that will get them excited about meeting with you in person.
It's good to take note that today's digital marketing space is also dominated by video. In fact, 86% of marketing professionals used video as a marketing tool. Whether you're opting for long-form, short-form, or bite-size video, it's undeniable that video can be an incredibly powerful way to reach and engage prospects.
» Learn more: 7 Brilliant Ways Videos Can Increase Your Conversion Rates
Increase time spent on your site
Video keeps viewers engaged and encourages them to spend more time consuming your content. This helps to build trust and demonstrate your authority in the industry.Customer engagement
Video helps prospects better understand what you’re offering and builds excitement around scheduling a meeting. Improved targeting
You can use video to target specific audiences more likely to convert, making it easier to tailor content that resonates with them.
Use the Right Type of Video Content
There are many different kinds of video content that you can use on your website, but not all of them are going to help you book more meetings. Having a detailed video about how you make your product sitting on your homepage might interest a few people, but it's not likely to get people interested in talking to you. However, having the right interactive video that allows users to choose their responses in a conversation with you is far more likely to create that personal bond you're looking for.
If you'd like a great example of a compelling interactive conversation that can get your customers interacting with your presence, simply take a look at the video below:
» Need help with interactive videos? Read our guide to help you understand
Create Video Content That Secures Meetings
Now that we’ve discussed the power of video content, let’s take a look at how you can create effective video content that will help you secure more meetings.
1. Plan Your Structure & Write a Script
The most successful videos are ones that are well-structured and have a clearly defined purpose. Take the time to plan your video structure and create a script that conveys the message you want to get across.
Additionally, you may want to consider adding an introduction, a few key points, and a call to action at the end of your video. Make sure these sections are well thought out and engaging so that viewers stay interested until the end.
And lastly, get creative and enjoy the process. Don’t be afraid to have fun with it and add your personality to your video.
2. Ensure You're Using the Right Tools
Having the right equipment and background will help you create a professional video that looks great on any device. But if you'd ask us, you don't need to be a professional videographer with expensive equipment to create thumb-stopping content. Just make sure that the video is well-lit, you have a good contrasting background, and you have a clear view of yourself and/or your product.
Additionally, with the power of Tolstoy's technology, you don't need to waste money on expensive video editing software.
» Need more interactive marketing tools? See our list of the best interactive marketing tools available
3. Cut Back on Quantity, Focus on Quality
It’s important to think about quality over quantity when it comes to video content. If you’re trying to create as much content as possible, your videos may not be up to your standards and won't result in successful meetings.
So instead of trying to rush out video after video, focus on creating fewer but higher-quality videos that will really engage potential customers. By taking the time to create quality video content, you’ll be able to set yourself apart from your competition and get prospects excited about meeting with you in person.
4. Don't Neglect Post-Production
Post-production is an important step in the video creation process. This is where you can make tweaks to your videos and add extra elements such as music, textual overlays, animation, etc.
Editing also allows you to keep viewers engaged by cutting out any unnecessary parts of the video and keeping it short and concise. It's also a great way to ensure that your video looks professional and polished.
But moreover, it gives life to your video, making it more digestible for your audience.
5. Add a Compelling CTA
What do you want your audience to do after seeing your video?
Of course, you want to see their messages straight to your mailing list. That's why it’s essential to include a clear and compelling call-to-action (CTA) at the end of your video. This can be anything from signing up for a webinar or workshop, joining your mailing list, or booking a meeting with you.
By making sure your CTA is visible and easy to understand, you can increase the chances of viewers taking action. Going back to tip # 4, adding an engaging text overlay and animation can also help drive viewers to take action.
An example of a video with a compelling CTA includes shoppable videos like the one listed below. Instead of having a "shop now" button, you could replace it with a "let's talk" option that allows customers to book a meeting with you, like a Calendly link.
The Bottom Line
Creating video content that secures meetings takes time and practice, but it’s well worth the effort when you see an increase in leads and appointments. To get started, make sure to plan your structure and script, use the right equipment and background, focus on quality over quantity, and don’t forget to add a compelling CTA.
By following these tips, you’ll be able to create powerful video content that will help you land more meetings and get your business to the next level.
» Ready to get started? Discover how Tolstoy can help you Interactive video 7 Brilliant Ways Videos Can Increase Your Conversion Rates There's one tool you may not be using that can help boost conversions like crazy—interactive video. Here’s what you need to know.
Are you looking for ways to increase your conversion rates? There's one tool you may not be using that can help boost conversions like crazy—interactive video.
As virtual visitors scroll through your website or emails, passive content like images and text can be easily ignored. But interactive video engages viewers in a way other content can't. (Just look at how much people engage with platforms like TikTok and Instagram—people love video content!)
Videos allow you to connect with your audience on a personal level and tell your story in a way that words and still pictures simply can't match—wondering how it works? In this article, we'll explore seven ways videos can supercharge your eCommerce conversions.
What Factors Drive Ecommerce Conversion Rates?
When it comes to converting an audience, you can't expect things to happen on their own. Instead, there are four essential elements you must absolutely nail to make those conversions happen.
If your target audience is not engaged with your content, they are much less likely to convert. Think of any successful brand in your niche, and you'll find tons of people liking, commenting, and interacting with the content that the brand produces.
That's where interactive videos come in—product videos are an excellent way to elevate engagement and keep your audience interested in what you have to say.
One study found that using video on a landing page can increase conversions by as much as 144%. That's huge!
And it makes sense—a video on your page can quickly show your target audience who you are and what your brand is all about. When your audience has an opportunity to bond with your brand face-to-face, it amplifies the trust-building process.
Demonstrating expertise in your industry is critical if you hope to gain an edge over the competition. But how exactly do you establish yourself as an ultimate authority—especially when you're a newer brand?
That's where video platforms can help. They help skyrocket your authority by featuring testimonials from satisfied customers or expert interviews, allowing you to build authority with seamless efficiency.
Communicate Your Value
Finally, you have to instill the value of what you offer into the minds of your audience—fast. Some studies suggest you have about eight seconds to communicate your message before your audience disengages.
But how in the world can you explain the value of your offering in just eight seconds if your audience has to read? Videos can help communicate your value with lightning efficiency since human brains can process visuals thousands of times faster than words.
7 Ways Videos Can Drive Your Conversion Rates Through the Roof
Now that you know what it takes to drive conversions, let's dive into seven specific ways that videos can help amplify your conversion rates like no other medium.
1. Video platforms help you inspire confidence in viewers by allowing you to share reliable, authentic user-generated content.
LSKD Activewear x Streetwear allows users to showcase their purchases through UGC videos. Seeing real buyers wear the products is essential for sportswear—viewers now spend triple the amount of time on the website, as they’re able to conveniently swipe through authentic videos of products they love.
A study by Social Media Examiner found that nearly 70% of respondents said that watching a video testimonial was helpful when making a purchasing decision. That's because user-generated content makes a huge impression on viewers by showcasing what your products look like in the real world, ultimately boosting trust and authority.
2. You can build memorable connections through your brand story.
Your brand story is the unique way that you connect with your target audience. It sets you apart from the competition and helps customers understand why they should choose you over someone else. And video is the perfect platform to tell your story authentically in a quick, memorable, and engaging way.
3. Videos make shopping feel seamless by allowing users to shop while they watch.
One of the best things about video is that it allows viewers to shop while they watch, which makes for a hassle-free, user-centered shopping experience. People can add products to carts and even complete the check-out process without leaving your videos. It's like Tiktok or Instagram Shopping—directly on your website.
4. You can take a peek into the mind of your target audience with polls and questions.
One of the keys to success is making sure that you're constantly asking questions and getting feedback from your target audience. Only then will you be able to see what's working, what's not, and how you can improve your videos. When people know that you're taking the time to interact with them and get their feedback, they'll be more likely to see your videos as valuable, and that's when you start seeing those conversion rates jump.
5. Video platforms allow you to clarify the benefits of your product through real-time Q&A sessions.
DEUX allows dessert lovers to satisfy their sweet tooth without throwing off their diet goals. But their products require a bit of background knowledge for buyers to get the most out of their purchase. Rather than force buyers to read through paragraphs of user instructions, a fun video communicates everything buyers need to know while staying true to the DEUX brand voice.
Q&A sessions are a great way to increase conversion rates by providing viewers with an opportunity to get their questions answered in real time. This is especially useful for products that are complex or have a lot of features. By seeing the product in action and asking questions, viewers will be much more likely to convert.
6. You can adjust your sales strategy on the fly with insightful real-time analytics and metrics.
Video platforms come with a wealth of analytical data that can be extremely helpful in fine-tuning your sales strategy. By understanding how people interact with your videos, you'll be able to see what's working and what's not. Then you can adjust your strategy accordingly to improve engagement and, ultimately, conversion rates.
7. You can simplify your workflow by integrating interactive videos with your entire stack.
Interactive videos can be integrated with your entire stack, from your website or Shopify store to your email campaigns. This allows you to simplify your workflow and grow your efficiency. When everything is working together seamlessly, you'll be able to increase conversion rates with engaging, interactive videos in no time.
To Sum It All Up
If you're not using video platforms to connect with your audience and market your products, you're missing out on a huge opportunity! Video content:
Allows you to use UGC to your advantage—show real buyers using your products, gain more testimonials and social proof, and boost trust between your brand and users. Make a lasting impression by showcasing your brand story to build loyalty with followers. Turn viewers into customers by allowing them to shop as they scroll through product videos. Get real-time feedback from viewers and make adjustments in the moment to increase sales. Host hassle-free Q&A sessions to make authentic connections with your audience and boost conversions. Integrate with your full stack to simplify your workflow.
The Bottom Line
By following the tips in this post, you can start using videos to increase your conversion rates and elevate your business to the next level.
Looking for a stunning and intuitive platform to help you get started? Tolstoy is the best way to create interactive videos that keep your viewers engaged. Our easy-to-use platform makes it simple for anyone to create beautiful, engaging videos. Viewers will love the interactive experience, and you'll love how easy it is to create them.
Start bringing your brand's stories to life like never before. Get Tolstoy for free today. Shoppable video What Is a Shoppable Video? (With Examples) A shoppable video is a useful multimedia marketing tool that will help your brand to connect your customers to your products in one easy step. Not only do shoppable videos attract more leads, but they also build your customer base in a more organic manner.
Shoppable Videos Explained
In short, a shoppable video turns your customers' desires into reality. This is achieved by embedding links into your videos that lead customers to purchase the product that you are marketing, quickly, easily and conveniently.
Research has shown that users really relate to video marketing, so by using shoppable videos, you will be strengthening your brand presence and increasing customer engagement—all at the same time.
Shoppable Videos on Social Media
You can literally use shoppable videos on any social media platform. You need to have a good understanding of which platforms your targeted audience uses and then use those platforms to showcase your shoppable videos. Some of the most popular social media platforms for shoppable videos include:
Benefits of Shoppable Videos on Your Website
With shoppable videos, you will capture your audience's attention. Whether they buy your products or not, they will still be given a virtual, entertaining tour through what your eCommerce store has to offer.
Shoppable videos make a great addition to your website, both in terms of the customer journey and your conversion rates. Using Tolstoy, you can add your curated shoppable videos directly on your site wherever you please. Doing so will offer you the following benefits:
Optimized sales funnels
Almost every eCommerce seller understands that customers aren't willing to read bodies of text or jump through hoops just to make a purchase. Using shoppable videos can simplify the customer journey by decreasing the number of steps they have to take, which will inevitably lead to an increase in sales.Higher profits
Tolstoy allows you to create enticing shoppable videos without having to outsource a third-party content creator. So long as you have the facilities for basic video and audio recording, you can use our service to create and implement your shoppable videos and leverage the benefits at an affordable cost.Brand loyalty and customer satisfaction
Shoppable videos allow you to imbue your brand's personality on your store, which can improve the user experience and keep customers on your site for longer. You can even turn your community UGC into shoppable videos to leverage the power of social proofing.Amazing analytics
Using Tolstoy will give you access to a powerful analytics dashboard to help you understand exactly how your consumer base interacts with your videos, allowing you target them better
» Want to learn more? Check out our eCommerce guide to shoppable videos
5 Best Shoppable Video Examples
Now, let's take a look at five examples of really good shoppable videos and discuss why they are effective and useful.
1. IKEA Interactive Video
This shoppable video seamlessly moves the viewer through various scenarios in the kitchen. As you will see in this video, they have perfectly captured the wide audience by re-enacting what people from all walks of life do in their kitchen—promoting their product line in a clever and entertaining way.
2. Gogglesoc Tap to Shop Video
This video takes the viewer through the different benefits of the sunglass cases they sell, showing how versatile they are, how beautiful they look, how easy it is to use them, with the added bonus of having an in-built cleaner as well.
Gogglesoc has perfectly crafted their message in this shoppable video, completely in line with their marketing angle. They conclude their shoppable video with a "Shop the collection" button, which takes users straight to their catalog. This video is engaging and entertaining, and offers a seamless shopping experience—all at the same time.
3. Anyday Shoppable Video
This video is a great example of using a how-to video to sell products. It catches your attention and helps you learn step-by-step how to use products for a simple recipe.
Not only these dishes are super easy to use with, but they are also promising a time-saving solution for every person who wants to eat home-made meals but doesn't have much time to spend preparing them.
The video inspires people to make a purchase and use their new skill (the know-how for cooking mash in the microwave) as soon as they get their hands on these dishes.
4. Collishop Interactive Video
Colruyt uses a series of “life-hacks” in the form of tips and tricks that users can use in every day life to help them. Their interactive videos explain the helpful tips and then also promote a product that works well with the hack or tip.
The interactive layer leads customers to a purchase, easily and without too much effort. This is useful because it shows that Colruyt is not just trying to sell products, they are providing helpful tips at the same time.
5. Pandora Shoppable Video
This interactive video offers users a quiz to help them decide what to buy for loved ones for holiday season gifts. This method also offers the user assistance with their shopping, which is unique, engaging and at the same time super fun—let's face it, everyone enjoys a quiz!
» Want to create shoppable videos for Instagram? Get inspired with 5 best instagram shoppable video examples
When used correctly, interactive shoppable videos can boost your bottom line like never before. As long as you remember to:
Keep it short and punchyOffer a dealbreaker in the eyes of your usersKeep it professional—good lighting, great characters, and an engaging scriptHave a hook to catch attention and keep your users watching till the end
» Ready to get started? Create engaging shoppable videos with Tolstoy Shoppable video Shoppable Videos: 5 Ways to Make Your Content Stand Out Shoppable videos are quickly changing the way online retail marketing is done. By using shoppable videos, customers can view, click, and purchase items without needing to leave the video platform. This massively simplifies the buying process, which in turn improves customer experience, boosts sales, and creates long-term brand and customer relations.
To make sure your videos stand out among the crowd and gain the viewer's attention, it's essential to make them visually appealing and interesting to your target audience.
» Have an eCommerce store? Read our guide to shoppable videos for eCommerce
1. Create a Relatable Storyline
When a video has a good storyline it takes us out of our bodies and into the immersive journey that has been created in front of us.
By creating a storyline that the customer can relate to, the message feels personal, and as though the video is speaking directly to the viewer. This can encourage viewers to take action as they are already "invested" in the storyline.
A great example of a fun and memorable storyline that stands out can be seen in this video. By comparing humans to birds and using a nature documentary-style voice-over, the IKEA shoppable video is made exciting and humorous while remaining relatable, as we all know the value of good sleep.
2. Experiment With Lengths of Scenes
Using variating lengths of shots will keep your video dynamic and interesting. If you use multiple scenes of the same length, viewers may become bored of the repetitive feeling. So, get creative—experiment with very short scenes to prompt questions and sales and longer shots to explain more complex ideas.
By adjusting the length of each shot, viewers will feel more like they are in a two-way, interactive conversation, as opposed to being told something from a video—this helps viewers connect and remain engaged.
This MARY & MAY CICA Soothing Sun Cream shoppable video is a great example where you can see how different scene lengths ensure the most important aspects are emphasized. And all this is done in a form of a review, with the option to buy the product immediately.
» Making videos for Instagram? Check out the 5 best Instagram shoppable video examples
3. Combine Different Camera Movements
Camera movements add excitement, emotion, and a real feeling to videos. By adding a variation of camera movements to your shoppable videos, you will make an already interactive video even more dynamic, which will help your content stand out.
In this shoppable video example by Adidas X Missoni, you can see how different camera movements are used to exaggerate the dancers' moves, creating a more immersive and intense experience.
4. Mix Shots From Multiple Perspectives
Taking videos from a single angle is simple, but also boring. The more dynamic your videos are, the longer viewers will stay, and the more likely they'll make a purchase.
By using different shooting angles in this Tolstoy X LSKD shoppable video, viewers will feel a greater level of immersion, become more engaged, and therefore take more action.
5. Color Grading
One of the most effective ways to give your shoppable videos an outstanding visual aspect is by incorporating color grading into your scenes. Color grading is the process of editing a video's color scheme to help make it feel more vibrant and stylistic.
Colors can evoke powerful emotions within a viewer, as well as prompt them to make decisions or think in a certain manner, so use it to your advantage.
The Ted Baker Mission Impeccable makes great use of color grading to enhance the visual experience and add to the mystery by using specific colors throughout the shoppable video. In this case, The color grading gave the video a cinematic look.
It's important to ensure that your shoppable videos stand out and grab the viewers' attention. To do this, you need to be creative and constantly come up with innovative ways to display your products.
Combining shoppable video technology and your creativity will have a positive impact on your viewers and, ultimately, your revenue. Pay attention to successful and popular shoppable videos and take notes of the techniques they use to find inspiration.
» Ready to start? Use Tolstoy to make shoppable videos Interactive video The Simplest 5-Step Method for Making an Interactive Video for Your Online Store Making an engaging interactive video is not as intimidating as it sounds. If you partner with the right platform you can produce captivating videos like a real pro. The good news is that Tolstoy offers a simple and easy-to-use platform that will get you started, no mess, no fuss.
In this blog we take you through the five easy steps you'll need to take to create your very first Tolstoy.
» Interested in interactive marketing? Discover the best interactive marketing tools for online businesses.
Create Your Video With Tolstoy
Before you record your video, you'll need to brainstorm what the purpose of the video is, what will engage your target audience the most, and decide if you want to add a call to action—as well as what your call to action is going to be. It's also good to write a script so that you can speak with authority, knowing exactly what you are going to say.
1. Record Your Video
Ready, set, record! You can use your phone or a camera—whichever works better for you. Remember to try and color code objects in the video so that they complement your brand colors. Keep the video short, punchy, and engaging. It must have some sort of 'wow' factor to grab and hold your viewer's attention. You should also record a few versions so that you can select the best one for uploading.
Then, simply upload the selected video. You can experiment by recording a few short segments and tying them together, or import your creative TikTok videos directly to Tolstoy.
Pro tip: No inspiration? Not a problem! Tolstoy offers a wide variety of templates and stock videos to help you get started with interactive videos.
2. Add Responses to Your Video
If you add responses to your video, you can boost user interactivity. Depending on the goal and the type of interactive video, you could collect customer information by leading the viewer to a form, schedule appointments by leading the viewer to a calendar, or stimulate a 'conversation' by leading the viewer to another video. This is otherwise known as your call to action.
Pro tip: Keep your responses short, make sure they are clear and bold, and make them clever so that you entice your viewers to interact with your brand.
3. Link Your Video
In this step, you can use Tolstoy's interactive video builder to link videos to your end destinations. This is where you activate your chosen response from step 2. Let's look at a simple example. If you sell sneakers, you could add a link to your catalog and encourage viewers to browse your other sneakers by adding a "Like what you see? There's more!" call to action. It all depends on what you want your viewers to do.
Pro tip: The Tolstoy platform will help you to easily manage entire video and audio conversations that are deeper and more authentic than traditional chatbots.
4. Share or Embed Your Video
Almost there! Your next step is to embed your video on your online store's website. But you have other options too, you can embed your video with a widget, share it via email, or upload it onto your social media platforms.
Pro tip: Have a look at what your competitors are doing. Then, make sure your videos are better! Checking out the competition will also help make sure you are doing something different—you want to stand out from the crowd.
» Use Shopify for your e-commerce needs? Learn how to add videos to your Shopify homepage without YouTube.
5. Track Your Video's Performance
With this really cool feature, Tolstoy provides insight into what makes your viewers tick! Tolstoy's powerful analytics dashboard allows you to create super-smart segmentation based on your viewers' responses.
But wait, there's more! With Tolstoy, you will get notified every time someone engages with your brand. If you reach out immediately and professionally, you'll be able to build your brand reputation. You will get insight into what your customers are looking for and what has made them reach out, allowing you to mold your videos around these valuable insights.
Pro tip: The analytics dashboard is probably your most valuable tool when it comes to marketing your product or services. Let it become your go-to for monitoring the performance of your videos.
» Want to know more? Learn how to track Tolstoy analytics.
The tech landscape is changing and developing fast, and more people are watching videos instead of reading reams and reams of boring content. If you want to keep up with this changing landscape, you need to invest in videos.
With Tolstoy, it is made easy, giving you the support you need to create engaging content that captivates and maintains your audience! Then, building on your video content using your metric dashboard, you'll be able to give your viewers more of what they are engaging with most. It's a real no-brainer!
» Create captivating interactive videos for your online store with Tolstoy. Choose a plan to get started!