Why ecommerce stores are embedding stories on product pages?

There are a few reasons why we see more and more ecommerce stores embedding stories on their product pages. First, social media is a powerful tool that can be used to share information and engage with customers. Short, informative videos about products can be used to capture customer attention and interest. The second benefit is that, user-generated content (UGC) videos can be a powerful tool for building trust and credibility with potential customers. Seeing other people using and enjoying a product can be very persuasive. Finally, reusing and repurposing content can be a great way to save time and money. Videos that have already been created for social media can be easily adapted for use on product pages.

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Before you publish: Gathering your videos

Prior to getting started with publishing stories on your product pages, here are a few initial requirements to keep in mind to ensure effective and successful results.

Here's the twist: You don't necessarily need to create a brand-new video for these stories.

A content library of short social media videos

A strong foundation governs all! Start building a collection of any product related videos that you may have with notable traction on your social media channels. This could be inclusive of product reviews explaining how to use the products, product demos or even lifestyle snippets featuring your product from customers and behind-the-scenes footage such as packing orders! Ensure that these videos are short and engaging, in order to catch the attention of gen z and modern day viewers with shorter attention spans.

Here are the most-effective video formats that can be embedded on your product detail pages in order to optimise visibility, clarity and of course conversion rates:

Video types #1: Informative Product-Specific Videos

Product Worn: For example: A online clothing store displays video snippets of models turning 360° to showcase outfits.

Product Tutorial:For example: A DIY furniture store, highlights in real time "how to assemble" videos for their different products.

Product Testing: For example: "People testing your products on the street"

Video types #2: The Power of User-Generated Content (UGC)

UGC is your best friend, and its potential should never be underestimated. If your brand possesses customer reviews, testimonials or even UGC that showcases your product, make sure to incorporate them into your product pages. These increase brand image and conversion rates as it showcases authenticity, in turn building a sense of community and fostering trust amongst shoppers.

Social Trust Tutorial: These stories transitions to the core of your product with the help of UGC. In this story, feature your customer created videos that highlight product descriptions, how the product actually looks and functions. This is where you want to leverage the power of authenticity and user experience.

Example of Make-up Artists: If you are an online brand that is selling make up, consider collaborating with established and influential make-up artists, in order to highlight your product's various uses, how it looks as well as real time functionality.

Video types #3: Generic videos to humanise your brand

About Us: Look for existing social media content that effectively introduces your brand. You might have a short company explainer video or a captivating "Meet the Team" clip that can be repurposed and used to elevate your content's engaging appeal.

Shipping Info: Consider creating a simple animation with text overlays, this can be a cost-effective way to deliver the information.

A word from the founder(s): Consider adding snippets sharing founders insights, in order to foster a sense of trust amongst your viewers.

Repurposing and Optimization

Last but not least, in order to keep the process consistent and effective, remember to leverage your already existing content. Some social media videos can be directly integrated to product pages, while some might require slight tweaks in order to make their conversion rate more effective. When repurposing content, keep it short and make use of captions and textual overlays in order to ensure that your content resonates with the viewers.

By keeping these points in mind, your brand has the ability to develop and maintain a compelling library of stories that are ready to engage and captivate your product page visitors.

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Step 1: Building Your Product Page Storyboard

Before diving into the technical details, begin by planning the content for the first story on your product pages. Not sure where to start? Not to worry, follow along as we show you how to approach it:

Goal: Capture attention and provide a comprehensive overview of your product.

Are you curious to know what the most effective pattern to follow is? Not to worry, use this template to help make your content stand out from the rest:

Thumbnail #1: videos about the product (tutorials, product in action, etc.)

Thumbnail #2: social trust (UGC, reviews, etc.)

Thumbnail #3: generic info (about the brand, shipping & returns, etc.)

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Step 2: Group videos together under a single thumbnail

The next step would be to design and create a visually appealing story while making the viewing experience a seamless journey by grouping videos that are similar in content under a single unified thumbnail. By making sure pages include product stories as single elements on your product page can significantly amplify your outreach and CRO efforts.

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Step 3: Place stories underneath the add to cart button

Most importantly, once your content is ready to be featured on your product pages, make sure to place stories underneath your add to cart buttons. Studies have shown that this strategic placement increases conversion rates and revenue per visitor (proven with A/B tests) significantly due to the fact that it is positioned in a highly-visible location that nudges customers to purchase your products after viewing the details.

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Step 4: Put text below each thumbnail

Once stories are placed below the ATC buttons, try to use the integration of text elements beneath the stories in order to enhance clarity while promoting clicks with the help of these informative captions for each video.

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Step 5: Animate them subtly

With the help of displaying visually appealing animations such as transitions and overlays, your brand has the ability to easily draw viewers' eyes to your product stories without being distracting by other elements on your website.

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Bonus Step: Maximize the number of PDPs (Product Detail Pages) with stories

In order to expand your marketing reach even further all while driving significant revenue, integrate these product stories into as many different product pages (where relevant) in order to boost exposure to a wider range of selected products, and eventually lead them to buy a product.

Our clients notice a significative increase of sales upon reaching 60+% of their traffic exposed to videos.

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