How-To videos are deployed particularly when merchants are wanting to demonstrate their product knowledge in a shopping blog. Get Elastic shows how such videos can be used in shop searches to reduce bounce rates:
Originally posted in German by Stephan Meixner, adapted for excitingcommerce.com by Jason Soo.
Exciting Commerce has been long convinced that videos belong in site search results. Retailers should always include a video icon when a product related video clip is available. Online shoppers can from the start simply select products with video descriptions.
"Staples.com is leveraging “how to” buying guides at the top of search results for its most popular terms, like “paper”. This attention-grabbing tactic can help reduce bounce rates on key search pages (the percentage of visitors that abandon the page within 5-10 seconds) and help customers understand which search results to click.For example, the video explains page weight and brightness and which types of usage (e.g. double sided printing, advertising) they are appropriate for. If you’re thinking of using this technique, consider not only the most popular search terms but also product categories that have the most variable product attributes or whose product descriptions include a lot of jargon."
By topping up search results with How-To videos, merchants open up an additional marketing channel to increase sales potential. In particular fashion stores can improve their conversion rates by using the search results site to graphically describe for example how to match a jacket or pants to a particular figure.
Originally posted in German by Stephan Meixner, adapted for excitingcommerce.com by Jason Soo.
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