Increase eCommerce Conversions with Shoppable Videos

It’s clear that adding customer UGC (user generated content) videos to your eCommerce product pages increases sales. However, there’s another way to use video that’s quickly gaining momentum and boosting the conversions of eCommerce stores: shoppable video.

These shoppable videos do an excellent job of showcasing products in a format that really resonates with customers. They also make it very easy for customers to purchase the promoted items.

Shoppable video is a relatively new or at least underused approach to marketing products. This means getting on board now gives you a good way to reap the rewards of being an early adopter and standing out from the competition.

So, if you’re looking for a new way to improve conversions at your eCommerce store and generate more sales, shoppable video could be just what you need.

In this article, we cover exactly what shoppable videos are. We also share some examples of eCommerce stores that are using them effectively so you can determine if they’re right for you and, if so, give you some inspiration for your business.

What Are Shoppable UGC Videos?

Shoppable videos are videos that include product detail next to, or within the video frame itself.

However, unlike regular product-focused videos, they feature interactive eCommerce elements that allow customers to purchase or add the featured items to their cart directly from the video player.

When creating shoppable videos, you have a range of options for the type of content to produce.

Depending on the products being promoted, you can make videos demonstrating how the items work or more inspirational content showing the products in use. Using user generated content (UGC) in the form of reviews or testimonials is another effective way to create shoppable videos.

Shoppable videos can be deployed in many ways, including publishing them on social media sites like Instagram and TikTok, where users can see the products in action and then start the buying process then and there.

You can, of course, repurpose the content you create for social media and add those videos to your site using a shoppable video player.

As well as making it easy for shoppers to understand and buy your products, adding videos to your eCommerce store can increase time on site, improve engagement, and connect better with different segments of your audience–all things that can help grow your business.

By using the power of video to promote products and making it very easy to add those items to the cart, shoppable videos are a powerful way to generate more sales.

Examples of Effective Shoppable UGC Videos

Here are some examples of interactive videos that excel at showcasing products and simplifying the buy-now and add-to-cart processes.

Visp

The Visp website includes a UGC carousel on its homepage. Each video features an influencer showcasing a product, with some videos including a link to purchase the product.

Clicking on the shoppable element of the video displays more information about the product with the option of adding it to the cart.

This is an excellent way to use UGC content to promote the product with an extra step that includes more information and photos about the item.

True Classic

Including shoppable videos as part of the product’s sizing information works well at the True Classic store.

As perfect sizing and a great fit are the main selling points of True Classic clothing, visitors will likely engage with the sizing videos when checking out the products.

When visitors click on a video, they get to see more information about the product, including the sizing and other reasons to buy the items. They can also directly add the products from the video player to their cart.

With this approach, you don’t have to worry about shoppers getting lost in your menus or distracted and forgetting to return to the store to add their item to their cart–they can do it directly from the video player.

Sculpted By Aimee

At the Sculpted by Aimee store, UGC from sites like TikTok is displayed using a shoppable video player that contains links to the featured products.

The shoppable video player displays related products, making it a great way to introduce customers to other items they might be interested in and increase the average order value. A free shipping notification in the sidebar encourages shoppers to add more items to their cart to qualify.

Making UGC shoppable is an excellent way to showcase your products being used by a diverse range of people, ensuring that your videos appeal to a wide audience.

Solawave

Solawave is another eCommerce brand with a UGC carousel on its homepage.

Each promotional video is associated with a specific product. As potential customers scroll through the videos in the carousel, they can quickly click through to the featured product to find out more and add it to their cart.

The header above the shoppable videos shares how the brand is “trusted by 700,000 customers”, which, combined with the UGC, should effectively reassure shoppers of the brand’s quality and its products.

If you, like Solawave, are selling relatively expensive products that are quite new to the market, then shoppable videos and UGC could be a perfect fit.

Tower 28 Beauty

The Tower 28 Beauty store features videos on the homepage and the single product pages.

As these videos feature social media users demonstrating and reviewing the products, shoppers can instantly learn more about the items from users themselves.

Each video includes the creator’s social media handle so shoppers can check out their profiles. This can lead to them forming a connection that should make their endorsement even more relatable and compelling.

Again, the Tower 28 Beauty videos feature a diverse range of people, increasing the chances that visitors will find someone they can relate to using the products.

From Our Place

As we’ve seen, UGC showing your products being used works very well for shoppable videos.

The content from people similar to your target audience demonstrating the effectiveness of your products can be the final reassurance potential customers need before they’re ready to place an order.

From Our Place excels with this approach, including these videos on the product detail pages. The small video carousel doesn’t dominate the page design, but it’s placed in a highly visible position to ensure it’s not missed.

If you do decide to add shoppable videos to your store, follow the approach of From Our Place by displaying that content where your visitors can easily find it.

Mango People

The product detail pages at Mango People feature a selection of UGC that is launched in a shoppable video player. The UGC does a great job of showcasing the products and takes visitors one step closer to completing a purchase.

In the player, visitors will find links to relevant and related products as well as information about the items. This helps to reduce the number of clicks it takes to make a purchase, minimizing the risk of shoppers abandoning their journey before the conversion is completed.

Craft Club

Craft Club uses a feature-rich shippable video player to provide visitors with all the information they need to make a decision.

As the eCommerce panel of the video player contains multiple product images, a description, pricing information, and clear buttons, it should do an excellent job, along with the video content, of turning visitors into customers.

While watching one of the UGC videos for a particular product, shoppers can scroll through the lightbox gallery to view further videos for a deeper insight into the product being demonstrated.

Summary

Creating shoppable UGC videos is highly recommended if you’re looking for a way to enhance your eCommerce store and give your visitors a new way to interact with your content.

Visitors to your store expect to see product videos, and the research says they prefer them to other forms of content, particularly if they have been made by real existing users of your products.

Thanks to the arrival of shoppable videos, you can make that video content even more effective at driving sales. They also give you a way to stand out from the crowd or at least keep up with the competition.