A good product video removes the doubts that hold back a purchase. It shows real-world use, explains value and helps your customer make a more confident decision. Here’s how to create that confidence.
Why do customers hesitate before buying a product online?
Lack of clear information on actual use
When someone looks at a product online, they have to imagine how it works in their life. Photos help a little, but they don’t show everything. The customer wants to see how it handles, how it reacts, how it’s used in a real context. Without that, they hesitate.
He doubts the result he’ll get
The real doubt is always the same: “Does it really work?”
He wants to know if the product solves his problem as well as he imagines. Then comes the question of lifespan. The higher the price, the more he wants to be sure he won’t have to buy again. The video must therefore address these three concerns in this order: does it work, does it solve my problem, does it last.
He doesn’t understand what makes your product different
The video must clarify your value proposition. It’s your last chance to sum up what makes you different without adding confusion. The customer needs to understand why your product is worth the price and why it’s better than the competition. The video repeats what we’ve seen in the images and text, but removes the last fuzzy area. It shows the difference, for real.
How does a product video reduce this hesitation?
Show real-life use to help your customer confirm his choice
The video serves to validate what the customer has imagined. They’ve already seen photos, read some of the text, and come up with an idea. The video confirms or adjusts this idea. When they see the product in action, in a credible context close to their reality, they understand what they’re going to experience with it. You show the most common usage scenarios, which photos can’t do as effectively.
Customers can even project themselves into their ideal space, the one they’d like to have. That’s when the intention to buy solidifies.
Use a before-and-after to simplify your message as much as possible
The before-and-after is the simplest and most direct way of showing how your product changes. It’s not meant to create a big emotion. It’s just to make the benefit visible in a second. It’s a separate strategy that simplifies the message and shows the difference straight away.
Add social proof only if your product requires an important decision
Social proof is useful when the product has a high value, is expensive or needs to last a long time. In these cases, a testimonial shows that the product remains reliable for years after purchase. For simpler products, this is not necessary. The video itself has to be the proof first: real people, in a real situation, getting a real result. The testimonial is just the final layer, useless if the demonstration isn’t already solid.
How does a video increase the conversion of your product pages?
Use video to answer questions, project the customer and prove that your product works.
Video converts when it does three things. One, it answers the questions customers have before they buy. You remove doubts at the source. Two, it helps them project themselves into their ideal self, in a believable setting that resembles the life they want. Three, it proves that your product delivers concrete results. A realistic scene says it all. A scene that shows that a professional bag with its special cover protects your camera in the rain, shows durability more clearly than text.
Put the video at the top of your page, because first impressions are everything
The video must be visible before the first scroll. The first impression sets the tone for the rest. If the video sets the table right from the start, you’re ahead of the game. Customers become more patient, more open and more receptive. They look at images differently, read text longer and stay on the page longer. Even if everything isn’t perfect below, video has already won points for you.
Start the video with the main application to quickly confirm what the product does
The customer compares several products. They want to know right away if this one meets their needs. By showing the main use in the first three seconds, you confirm his intuition and create a good first impression. Without it, he may leave before even understanding what you’re selling.
Show each benefit with a micro-scene that places the customer in his ideal situation
Each micro-scene is an opportunity to show exactly how the product solves a problem. It puts the customer in a situation where they can see themselves using the product in their real life, or even in the life they’d like to lead. This reduces mental effort. They don’t have to imagine how it would work: they see it. The more targeted and clear it is, the more it converts.
Conclusion
A product video removes hesitation, clarifies value and helps customers confirm they’re making the right choice. It simplifies what photos and text can’t, and guides to a more confident decision.
If you want to create a video that increases conversion on your product pages and helps your customer say “yes”, you can talk to our team.
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