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Creating a Customer Purchase Path with Video

Posted on: March 29, 2016
By: Charlie Rall

Regardless of your appetite, when it comes to content, the web provides easy access to an endless buffet of options and distractions. With other options always just a click away, how do you create a customer purchase path that ensures better engagement and higher conversions for your product? How do you best showcase your product in a virtual storefront and get into your customers’ hands? One word: video.

Without your product handy, video can you show your potential customers how truly awesome it is. A well-crafted video will not only tell your story in a new and interesting way, but it will also improve engagement and is proven to increase conversions because it has the ability to grab and keep your customers like no other medium.

Here’s a quick rundown of how video can improve the customer’s journey down the purchase path:

Move Customers. Put Your Product in Motion.

If a picture is worth a thousand words, just imagine the increased word count you can get with a video. The thing is, while a beautiful or provocative photograph can catch the eye of your audience, it can’t show your customer how truly great your product is. These days, to really ensure customer satisfaction, video is the only way to go because it’s the only medium that can give your product a real world perspective by showcasing the actual size and performance that just can’t be translated through photos. And not only does it offer the most authentic perspective of your product, video also serves to clear up any product questions or customer concerns, which results in a happy and confident purchase.

Show ’em That You Care

How you brand yourself is more important than ever when it comes to building product loyalty. After all, brand loyalty isn’t just what keeps your customers coming back, it’s what makes them want to share it with their friends, friends whose purchases increase your conversion. People want to know where their products are coming from and that includes knowing about who they’re supporting through their purchase. A well-made video can help attract, differentiate, and even endear customers to your brand by giving your audience a more authentic glimpse of who you are, what you offer and why yours should be the product they purchase. When you create a unique voice and vision for your brand, you’re taking your message a step further by not only creating a lasting image, but one that resonates.

That Video Was Great, But Now What Do I Do?

You can make videos for every point on a customer purchase path, but no matter where they are on the buyer’s journey, you want your videos to have a purpose. If your aim is to build brand awareness or to cultivate interest in your product, encourage your audience to find out more about you and what you have to offer by directing them to your site. If you’ve reached the decision phase, let your viewers know how to seal the deal.

Wherever your video is placed on the purchase path, each needs an explicit call to action to let your potential customer know what they need to do to continue down the path. Without it, you’re wasting time and respecting time should always be a priority. Talk to the product video experts at StoryCraft about creating a customer purchase path with video.


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About The Author:

Charlie Rall is the Co-Founder and Head Producer of StoryCraft

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