Why You Need to Invest in Product Videos on Your E-commerce Site

127% increase in pages visited on sites that include video content.

Product videos address one of the most persistent challenges in digital marketing: holding attention long enough to communicate value. Visitors arrive with limited time and little patience, scanning for immediate signals that confirm relevance. Video delivers that signal faster than text or imagery alone. By showing how a product works and why it matters, video encourages exploration rather than abandonment, which explains the significant increase in pages viewed when video is present.

The Performance Impact of Product Videos

88% of businesses report that video increases conversions.

Video influences conversion behavior by removing uncertainty. Instead of asking visitors to imagine outcomes, the video demonstrates them. Seeing a product in action answers objections before they surface and shortens the decision cycle. This is especially impactful on high-intent pages, where hesitation often delays or prevents action. When video is paired with clear calls to action, it amplifies the effectiveness of the entire page.

How Buyers Respond to Product Videos

81% more time is spent on pages where users watch a video.

Time on page reflects more than curiosity. It signals comprehension and engagement. When visitors watch product videos, they actively absorb information rather than skim. This deeper engagement improves recall, increases confidence, and makes visitors more receptive to supporting content such as specifications, pricing, or guarantees.

How Video Influences Purchase Confidence

64% of consumers are more likely to buy a product after watching a video.

Purchase confidence is often the final barrier between interest and conversion. Video helps bridge that gap by aligning expectations with reality. Buyers can see size, function, and use cases clearly, reducing the fear of making the wrong choice. This confidence not only increases conversions but also improves post-purchase satisfaction.

Trust and Transparency Through Video

58% of consumers trust companies more when they see product videos.

Trust is built through clarity and honesty. Product videos create transparency by showing real-world use cases rather than relying solely on marketing claims. Whether through demonstrations or testimonials, video humanizes brands and reduces skepticism. That trust carries forward into long-term loyalty and repeat purchases.

The SEO Advantage of Product Videos

Google favors websites that include video, improving the likelihood of higher search rankings.

Search engines increasingly prioritize content that satisfies user intent, and video plays a growing role in that evaluation. Product videos increase engagement signals such as dwell time and interaction, which support stronger search visibility. When videos are implemented with transcripts, structured data, and performance-conscious delivery, they enhance SEO without compromising speed or accessibility.

Common Types of Product Videos

71% of consumers believe video explains products better than text descriptions.

Different video formats serve various purposes. Product demos clarify functionality, tutorials reduce complexity, testimonials provide social proof, and comparison videos support evaluation. The key is aligning each video type with the user’s stage in the buying journey rather than forcing a single format to do everything.

Best Practices for Creating Effective Product Videos

69% increase in average order value when product videos are used.

Effective product videos are focused and intentional. They prioritize clarity over production spectacle and relevance over length. A strong opening captures attention, a straightforward narrative maintains it, and a clear next step converts it into action. When done well, video not only drives conversions but also encourages buyers to choose higher-value options with greater confidence.

Delivering Video Without Hurting Performance

57% of consumers are less surprised by a product after watching a video.

Performance remains critical when using video. Lazy loading ensures videos do not block initial page rendering and protects user experience metrics. Another approach is displaying a static preview image with a play button that opens the video in a pop-up only when the user chooses to watch it. This keeps pages fast while preserving rich interaction.

Animated GIFs offer an additional opportunity. Short, lightweight animations can quickly demonstrate a feature or interaction without the overhead of a complete video player. They load fast, autoplay naturally, and provide immediate visual context. When paired with an option to expand into a complete video, they create an effective balance between speed and engagement.

Product videos influence how users explore, trust, and purchase, while also supporting search visibility and performance goals. This infographic, Why You Need to Invest in Product Videos Today, outlines the benefits of product videos for online retailers and offers ten top tips that will guide you through the process of making a product video:

1. Plan your strategy for creating, promoting, and measuring the impact of your product videos.
2. Start small by creating a selection of videos for your best-selling products.
3. Keep your videos simple to maximize appeal to a widely varying audience.
4. Keep your videos short and to the point.
5. Optimize your pages so the videos play on mobile devices.
6. Show the product in use to provide a better sense of the touch and feel of the item.
7. Optimize your videos for publishing natively on social media sites.
8. Include a call to action encouraging the viewer to make a purchase.
9. Use video captions or subtitles for viewing when sound is disabled.
10. Encourage user-generated content from actual customers who have purchased the product.

Be sure to read our other article and infographic on the types of product videos you can produce. Here’s the full infographic: