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Turn online visitors into online buyers with video content

With online shopping becoming more popular, how do you make the visitors to the sites become buyers?
The only place where traffic is good is on the internet, where the more visitors you have to your site the more popular it becomes, but what happens when the visitors leave the site without making a purchase? Or what happens if they find what they like on your website but then buy something equivalent from a competitor’s site?

To have users filling up their “baskets” and then exiting the site via the “check-out” has never been more important to businesses as online sales, in both the consumer and business-to-business sense, are sky-high.

According to the Interactive Media in Retail Group (IMRG), which use the sales data from the top 120 retailers in the United Kingdom, 21% of total sales are now made online. Last December, the British Retail Consortium (BRC) found that the 19.2& growth in online shopping over the past year has been the fastest increase in 4 years.

Internet psychologist Graham Jones, author of the online selling guide, “Click.ology”, explained that “In the real world, we tailor-make sales pitches to the people in front of us, and use body language to support it. Online, none of these things happen – no body language, no feedback, we can’t even see the other person we’re dealing with, so the only way we can grab the customer in those few seconds is by providing them with exactly what they want.” But, what is it that customers want exactly?

The popular fashion retail site Asos.com has received immense online success because they have researched their demographic well. Not only do they take an editorial approach to fashion, they offer lots of information, demonstrate an understanding and they customise the site to suit every customer’s individual needs. They like to see and hear real experiences too, and of course video can play an important part in this communications engagement.

Martin Newman, chief executive of Practicology – the e-commerce experts who have clients including House of Fraser and Hotel Chocolat – agrees, further explaining that the main factor in ensuring clicks turn into sales is “value experience”: the ease with which the process occurs; the options presented; how easy it is to return goods; whether doing so is free; whether you can pick up the purchases; visibility of the shopping cart; ease of navigation; etc.

The major thing that online shoppers need clarification on is whether the item they are looking at is out of stock. You can only find this information out when you are at the final stage of purchase.

Demographics also play a part in what the customers are shown. They want to be shown products from their own age range.
Online interaction is also important. Martin Newman adds “If all you’re doing is selling online and you don’t have a physical shop, it’s essential to create this level of engagement. In fact, it’s the next big battleground in retail.” Video can play an important role in that engagement, it allows customers to see and engagement with you.

It is also important to make sure that your site has a reliable web hosting plan, so that the content can load quickly. YouTube can be an ideal platform for B2C use, it’s accessible pretty well everywhere and is very reliable since it will deliver video content in the best possible format for the viewing device; it rarely fails to play. Another crucial part of online shopping is being able to order when out and about, so failing to optimise your site for smartphones and tablets is a pitfall. Handheld shopping rose by 18% in the UK in the year to last December, according to IMRG and another advisory firm Capgemini, and now handheld shopping accounts for 6% of all retail sales, so it’s no surprise the 73% of businesses have their sites fit for mobile commerce.

Graham Jones goes on to say: “It is no longer acceptable to have your site run by a sub department in marketing. What is needed is for the web to be the central trunk of your business and for everything else to hang off it, rather than being a small branch with the CEO and board several removes away. It needs to be board level responsibility.”




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