Explainer Videos for Amazon Success: How Product Page Videos Can Boost Sales 17%
When a consumer arrives at your Amazon product page, they already have brand awareness— whether from clicking an ad or from searching for your product or a similar one. Now, once on your product page, they’re looking for information: how does this product work? Is it better than the other options? Is it right for me?
But here's the thing: Amazon's aim isn't to sell your product—Amazon wants to sell any product. Regardless of how well you optimize your product page content, the customer will still have to read, swipe, and scroll their way through a product page that, frankly, is cluttered and full of opportunities for them to click away to a competitor.
Take a look: This screen-capture is the typical experience for shoppers looking to buy a healthcare product on Amazon. Look how much scrolling they have to do!
Simplifying the Amazon Experience with Explainer Videos
A Seamless Alternative
Swiping left and right through graphics, scrolling up and down through bullet points and walls of text, encountering competitor products — it's a fragmented and disjointed experience. Despite a brand’s best efforts, this is not easy for a consumer to get clear, concise information about a product.
The solution is simple: a short, informative explainer video that appears prominently at the top of the product page in the image carousel.
Take a look: Here's a screen capture of what it’s like to browse a product page with one of our videos!
The Explainer Video Advantage
Instead of making consumers navigate disjointed text blocks and graphics, a short explainer video gives them key information in a single click: how it works, how it’s unique, and the benefits it offers.
Check it out: Here is an example of an explainer video that will be used on Amazon. Let There Be created this one for Nexium 24HR in 2023.
An explainer video such as this one drastically enhances the consumer experience; after all, they’re shopping online for speed and convenience. Their journey to learn about your product should be equally efficient and hassle-free.
The Proof in the Pudding
The Amazon Basic Care Case Study
To quantify the value of having explainer videos on Amazon product pages, we conducted a case study in partnership with Amazon Basic Care—Amazon’s private label OTC brand—and Perrigo—the manufacturer of Basic Care products. We chose six products spanning six consumer health categories, each without a video.
We pulled each product’s previous six months of page traffic and sales data. Then, we added our explainer style videos to these product pages and tracked page traffic and sales for another 6 months. No other product page variables were adjusted; adding the videos was the only change.
The Results
The results were profound — Page traffic increased by 29% and sales increased by 17% — showcasing the undeniable impact of simply adding an explainer video to a product page.
Right?!
Crafting a Winning Explainer Video
Characteristics of a Best-in-Class Explainer Video
Design for low-Literacy and diversity: craft content that is easily comprehensible, catering to your broadest target audience.
Build for mobile: 60% of Amazon traffic occurs on mobile phones (Semrush); prioritize big visuals and clear text for a seamless mobile viewing experience.
Avoid clutter: keep it simple, clear, and easy to follow. No need for superfluous details or distracting visual elements.
Utilize metaphors and linear stories: simplify complex subjects with metaphors and write linear problem-solution stories.
Keep it concise: stick to 30 seconds or less. The shorter the better.
Conclusion
Let’s Audit Your Product Pages!
Consumers shop on Amazon for the fast, convenient experience. Your brand needs to match your consumer’s expectation; an explainer-style product page video gives consumers the easily accessible, clear information they’re looking for.
So, open your Amazon product page and ask yourself the questions a consumer may have: how exactly does this product work? Why is it the best choice compared to other options? What benefits will it offer me?
If you don’t have an explainer video, it’s likely your consumers are having to read, swipe, and scroll to try to make sense of your product. If you’re ready for more page traffic and sales, get in touch with us to discuss an explainer video for your Amazon pages!