Where to place a video depending on your business goal
It’s important to place videos in Stores with a business goal in mind. Start by thinking about the message you want to communicate to customers with your video. Perhaps you want them to understand how to use your best-selling products, or you want to highlight your unique selling proposition (USP) in video form. The placement of a video can have a big impact on how customers react and engage, so it’s key to pay attention to this detail. We’ve compiled best practices to get you started:
1. Consider the length of the video
Avoid using regular video tiles that are longer than one minute on your Store’s home page. This page is the presentation card of Stores, so reserve this space for digestible content instead of hiding important information in longer videos. This is especially true when you want to drive sales of top products or introduce new products, since it can help to communicate information rapidly to new and returning customers.
2. Highlighting your USP in a video
When improving brand awareness, help educate customers about your brand and what makes it exceptional by creating a background video with your brand’s USP and placing it below the navigation bar. Just make sure that the text with the USP appears in under one second, to avoid a long waiting time to learn what your video and Store are about.
3. For product consideration
If you have a goal of increasing consideration of a product, present its benefits in video with testimonials, product reviews, or tutorials. These videos should be placed on specific product pages. It’s better to tie the video to the actual content of the page to allow the customer to dive deeper on a specific topic.
Example of a background video with an USP