In addition to using these three tips as part of your overall marketing strategy, there are ways that video can be used specifically as a conversion tool.
Some people wonder if it’s worth paying for professional editing services—after all, what difference does a few seconds really make? However, no matter how great your content is, it won’t convert into sales if it doesn’t look appealing or believable. Online shoppers are skeptical and have high expectations; they’ve seen too many bad products masquerading as something they want. If they don’t believe in what you’re selling, even if it would be useful to them personally, they won’t buy. When used correctly (and professionally), the video has incredible potential in marketing strategy; when customers see the product in action with its packaging and brand name on display, they will understand that it exists and decide whether or not to buy. In addition, dropshippers who aren’t sure which items to feature should consider including their best-selling items in their videos. It might seem like common sense, but including top sellers can help boost sales; after all, nobody wants to buy something that everyone else already has.
Many studies show, however, that consumers are more likely to buy an item if it looks new or unique; seeing something previously unmarked makes people feel like they’re getting an exclusive deal on an otherwise unattainable product. At first glance, it may seem counterintuitive to include multiple products in one video rather than having several different clips showcasing only one item at a time—but research shows consumers respond better to variety than redundancy. Your goal is to tell customers everything they need to know about your business and each of your products before they get started shopping.
A quick overview of features helps clear up confusion right away, leading viewers down a path where there’s little room for doubt or hesitation; if there isn’t enough information at any point during the experience, consumers assume there isn’t enough of a reason to continue watching either. Another study found that longer videos were actually less successful than shorter ones. After watching longer tutorials, shoppers felt overwhelmed and intimidated by so much information being thrown at them simultaneously.
Another myth surrounding video is that producing it requires an exceptional amount of skill; some small businesses worry, they simply can’t afford production studios or professionals capable of creating something professional-looking, which leads to the use of shaky camera angles and grainy footage—not exactly ideal for convincing someone to spend money! If you don’t have amazing film skills or expensive equipment (or even editing software!), there are plenty of things you can do to improve your content in order to make it more appealing. You may not be able to create great content from scratch, but improving what you already have will help boost sales tremendously.
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