Lights, Camera, Conversion: 5 Ways to Use Product Video to Increase Sales


This message is for any business owner running an online store–don’t sleep on the endless possibilities of the digital era! You have so many tools available to portray your brand’s unique message, and the most persuasive of them all is video.

Consumers are more inclined to buy products they can visualize and understand well. You can increase conversion rates by displaying product videos on your website. )

In this blog article, we will explore the reasons why videos are essential to an online store, share tips on how to use videos to your advantage, and provide some inspiring product video examples.

Why Use Product Videos in Your Online Store

First, let’s discuss how videos can make a difference in your online store and product gallery:

Videos Help to Convert Customers

Data summarized by Invesp proves that watching a video influences customers’ decisions a lot:

  • 74% of users who watched an explainer video about a product subsequently bought it.
  • Product pages with videos convert 80% better than those without.

These stats prove that videos are an efficient way to convince potential customers to choose you over competitors and turn them into paying customers.

Videos Speak Volumes

Did you know that 60% of consumers would rather watch a product video than read a description? It’s not surprising that 60% of consumers prefer to watch a product video than read a description. Product videos can bring more context to your product and are easier to understand.

In videos, you can show how the product works or discuss features in detail, making it easier for potential customers to determine if the product meets their needs.

Product review videos are one of the most popular types of video content (Source: Statista)

Videos Boost Time on Site

As an online business, you should be looking for ways to make visitors stay longer on your site. That’s helpful for sales and also for SEO, as it signals to search engines that people find your website worth browsing.

However, the average time consumers spend on a page is less than a minute. Luckily, videos can be a game-changer! They can grab people’s attention and keep them on your site longer.

Also: A Highly Effective SEO Strategy To Increase Traffic

How to Use Product Videos: 5 Proven Strategies

Now that we’ve discussed why videos are essential for business owners, let’s look at the different ways you can use them in your online store.

Show Off Your Product’s Features and Benefits

Videos are a great way to explain the features and benefits of the products you sell in your online store. Use them to show how your product appears in real life, especially if you are selling apparel, accessories, or furniture. Use them to:

  • show how your product looks in real life (especially if you sell apparel, accessories, furniture, etc.) The video did a great job of showing the product’s unique benefits and how it differs from competitors without being too
  • sales-y. The video did a great job of showing the product’s unique benefits and how it differs from competitors without being too
  • sales-y.

Product demonstration videos also work great for products with moving parts–fitness

equipment, bicycles, musical instruments, and more. A short video showcasing the product in action is much more persuasive than a text description or a static image.Explain How to Use Your ProductIf you sell products requiring some assembly or with complicated instructions, videos can make them much easier to understand. Put together a video instruction for each product and show customers exactly how to use it.

Explainer videos help break down complex products and make them more approachable and


If you are selling technology, digital devices, or other complicated items, explainer videos can be helpful too.However, even if you sell common products like skincare, you can benefit from explainer videos. You can benefit from explainer videos if you sell common products like skincare. The brand created a video to explain which CeraVe product is best for different skin types. Choosing the right product can be difficult for customers, so the brand did a great job clarifying the differences between their cleansers.Demonstrate Social Proof with Customer Testimonials and UGC Videos


content refers to videos and photos real customers create about your product. These videos show customers that actual people use your products. This is more reliable than text testimonials. Ask your customers to create a video of their experience using your product. You can ask them about how it helps them in their everyday lives, or what they like most about it. Or, if you’ve collaborated with influencers for a review, you can reuse their video and add them to product pages.

Podcast: Influencer Marketing Without the GuessworkCustomer testimonial videos are beneficial for any business, but especially for services, because making different types of videos for them can be more difficult.

For example, FreshBooks, an accounting software company, created a testimonial video featuring their clients who represent their target audience. In the video, they explain how using FreshBooks enabled a business owner and an accountant to collaborate on strategic growth.

You can collect customer video testimonials, as well as demonstrate other types of social proof in your online store with the HelpfulCrowd app.

Add a Tutorial Video

Tutorial videos are educational videos related to your products. This is a great way to showcase what your product can accomplish and increase conversion rates. If your company sells digital camera, you could create a video tutorial showing customers how to take better night shots with their cameras. For example, Bloom & Wild shares a video tutorial on pressing flowers. Not only does the video show what customers can do with their product, but it also helps establish the business’s credibility in the niche.

Display a Lifestyle Video

Lifestyle product pictures show the product in action and give potential customers a better idea of how it would fit into their lives. It helps potential customers imagine themselves using the product, which is a persuasive tactic.

The key to lifestyle videos is to portray the lifestyle your customers want to have, the life they desire.

For example, if you sell accessories, don’t just make videos of models wearing your


must dress the models how your target audience dreams of dressing. Shoot in fun locations that are appropriate for your product and target audience. For example, Nike made a TikTok with fashion and lifestyle influencer Tony Tran. The video shows that the product is suitable for both sports and everyday wear. It’s clear that the video is appealing to people who aren’t willing to compromise style for comfort. So adding videos to your product pages is worth considering!

For business owners using Ecwid by Lightspeed to sell online, adding a product video to a storefront is a piece of cake. If you don’t have an Ecwid store, this is your sign to create one.

In your Ecwid store, you can add videos to the product gallery along with images:

Ecwid store Pho U uses their TikTok video in the product galleryIf you use a video as the main product media, its thumbnail will be shown on the storefront:You can choose to display a video’s thumbnail on the storefront

To display a video in the product gallery, upload it on a popular hosting platform like YouTube, Instagram, Facebook, TikTok, Vimeo, etc., then add the video link to the product page.


You can add unlimited videos for one product–there are no restrictions on video size, length, aspect ratio, or resolution.

Check out our Help Center for instructions on adding videos to your product gallery.

Learn more: Product Page Setup: 17 Tips to Increase Conversion Rate and Drive More Sales

Elevate Your Storefront with Product Videos

Using videos to showcase products in your online store provides a range of benefits and can be the perfect way to stand out from your competitors and convert store visitors into customers.

Videos have the power to positively influence your brand identity. Share videos that highlight the quality of your products and their craftsmanship to give your brand a more authentic feel. Use videos to enhance the experience of your visitors in your store.