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Oliver Ewbank

How Video Reviews Can Help You Boost Conversions

Oliver Ewbank
How Video Reviews Can Help You Boost Conversions

Video reviews are an excellent way to generate more traffic and increase conversions on your landing page.

This blog post will look at the rise of video reviews and how you can use user generated content as a powerful marketing tool.

Rise of Reviews

A high volume of reviews helps build the trust and credibility of your site and provides guidance on the products that people are most satisfied with. This helps to reduce anxiety about your site and the products you sell. 

According to Etail Group, a staggering 89% of internet users say reviews influence their purchasing decision.

E-commerce retailers often use text reviews to improve their conversion rate, but using video content can be even more powerful. 

Video Reviews

The voice of your customer can be even more powerful in video form. 85% of users are more likely to purchase a product after watching a product video (getstorybox.com). People also trust video reviews much more as they are harder to fake.

90% of information transmitted to the brain is visual, and visuals are processed 60,000 times faster in the brain than text.

If you collect video reviews, this will also help you index video content in search engines (more on this later). 

How to Collect Video Reviews

To successfully collect video reviews, it’s essential you choose the right third-party solution for your business.

A top review provider will ensure that reviews are easily collected and that all the correct information is shared with Google.

Feefo’s review service lets consumers load videos straight from their mobile devices, making it easy for new, dynamic content to be uploaded and shared on your website.

When you collect video content, the process follows 6 simple steps:

  1. Send your customers an invite to leave feedback
  2. The customer leaves a video review
  3. They add a caption and description
  4. The review is submitted
  5. The customer receives a thank you email

  6. The customer receives upload confirmation

For more details on how to upload a video review watch this simple guide.

Integrating Video Reviews

For maximum impact it’s important you implement reviews on the right landing page. 

Integrating Video ReviewsIntegrating Video Reviews

The best location for video reviews is on the product page itself.

Review specific landing pages are useful if you want a user to browse all your video reviews. It’s also useful for the user if you can categorize your content by page (i.e. dresses, shoes or jackets).

For maximum results, a product review matched with a product specific page will always work best.

Where to Utilize Video Reviews

Depending on where your users are in the buying cycle, there are plenty of different stages you can promote your users’ video reviews.

During the consideration phase of the buying cycle, customers will be looking for trust signals. Customer reviews and testimonials are the most powerful type of content to fulfill this need.

If they are in the research phase of the buyer journey, you could consider embedding the video within a blog post. If they are towards the end of the buying process, you could match the exact product review to the product they are looking to buy. 

Email Marketing

Video reviews can be used within email marketing campaigns to help facilitate an outcome; for example, an engagement such as a video or link click.

Consider this scenario: you are looking to promote an offer on a particular product; why not also include the relevant video reviews? This will add trust signals and could increase your click-through rate (CTR).

Rich Snippets

Another way to harness the power of video reviews is to mark-up the content with Rich Snippets.

This is a type of on-page mark-up which can help search engines index and understand your website content.

Rich SnippetsRich Snippets

It must be noted that you’ll need to embed the video review onto your website first, and then tag the page up accordingly.

Video content is also 52 times more likely to show up on page one of organic Google results (ConversionXL.com) than text-based content, so video reviews can help facilitate your SEO campaigns as well. 

To mark up your video reviews correctly follow these instructions

Increase Conversions

So why do video reviews help improve conversions? 

  • Our brains process visuals over 60,000 times faster than text (CrazyEgg)
  • Videos increase the length of time users stay on your landing page, giving your brand message a better chance to sink in
  • If you display visual examples of the product in use the trust factor is raised significantly

If you want to increase conversions, the optimal location for video reviews is on the product page. Positive reviews at the point of sale can have a dramatic increase in conversions. For example, Monarch airlines recorded a 3.01% uplift in revenue as well as a 2.94% increase in total flight bookings when Feefo reviews were shown below the customer’s basket summary.

Increased ConversionsIncreased Conversions

Social Signals

Video is integral to the content shared on social media. Videos are shared 1,200% more times than links and text combined.

According to Pew Research, 73% of internet users rely on Social Networks for interacting with friends, colleagues and family. Also, 53% of Twitter users recommend products within their tweets.

With this in mind, it’s important to promote your positive customer reviews via social media. Review platforms, like Feefo, allow you to share every review across Facebook, Twitter and Google Plus.

These social signals will promote your user’s positive customer experience and enhance your brand’s reputation.

A bi-product of sharing reviews on social media is that it can help assist search engine rankings. 

While social media is not a core ranking signal it does show Google you are a big brand – and we all know Google favors big brands!

Google Likes Big BrandsGoogle Likes Big Brands

Going Viral

If your users load entertaining video reviews, there is every chance they will go viral and promote your brand. The laughing mum in a Chewbacca mask is the latest example of how a video review can be seen by millions.

Here is an example of Ruffit using user generated content on the Feefo platform.

http://ww2.feefo.com/en-us/reviews/ruff-it/5707077e498e79c1f803db4c/customer-review-utmrkt-service?mediaType=VIDEO&productFeedbackId=57100513498e72513aebcfba&resourceId=57100506498e72513aebcdad

Volume of Reviews

In the review game, volume is key. Be prompt in sending your review requests after purchase and you will get a better response.

Companies should not encourage positive Video Reviews in exchange for gifts or incentives, however you can be creative when encouraging more Video Reviews; whether positive, negative, quirky, creative or funny.

For example, you could host a competition for the most creative Video Review which has received the most Likes on Facebook. The reward in this instance will be for the popularity of a video, and not because the customer has left a favorable review in exchange for an incentive.

Conclusion

So there you have it. Video reviews can help drive more traffic to your website from Google and social media. 

If you host video reviews on your landing page you will gain the trust of customers and see a huge uplift in conversions.

Have video reviews helped you? Tell me about it in the comments! 

Oliver Ewbank is a Google Certified Partner and Head of Global Digital at Feefo. Oliver’s digital marketing campaigns have won industry awards and his work has been featured in a variety of publications, including BBC News, SEMrush and Virgin Entrepreneur.

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