About the author : Alex Pana

Alex Pana is the Marketing Manager at Oveit, the US-based tech company that developed Streams.live. Prior to joining Oveit, he worked with 2 of the world's leading financial services companies. Over the last 4 years, Alex attended more than 100 live and virtual events, understanding how entertainment and digital payments work together. He is people-oriented and although his role is to share the word about Oveit's solutions, he loves to learn about people's experiences. Be they good or bad. He has a degree in Public Administration. This is where he first learned that small changes can result in big improvements. Having this in mind it was only normal for him to join Oveit.

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Do you know what makes a product page highly effective? The same elements propelled live shoppable video as the eCommerce’s rising star when it comes to conversion rates. 

I must confess. By the end of this article, you may find the title a little misleading, as we will focus here not on the differences between shoppable video and product pages, but the similarities. And how they work hand and hand to increase your conversion rates.

 We will see the special elements that make live shoppable video highly effective and will discover that are the same that make a product page convert better. However, the difference comes from the easiness with which you can integrate them into live stream shopping. Sometimes without even knowing it. 

This “chunks” the e-commerce shopping journey into different stages. For the traditional eCommerce journey, we will focus on the product pages. And how they influence the overall conversion rate. Better said, which elements are crucial and why. At the same time, we will also bring into discussion the shopping journey enabled by live video commerce. While in a previous article we saw how shoppable video shortens the customer journey, today we will focus on how it improves landing page conversion. And why. 

Customer journey on an eCommerce platform

sales funnel showing conversions for different stages on an eCommerce website

First things first! Let’s see, from a rather shallow perspective, the eCommerce platform journey and conversion rates for each of its 4 steps.

There are two ways live stream shopping sessions convert. Both are simple and don’t require you to write one single line of code.

First, the simple integration sends customers from the live video onto the product page. This is the conversion method that we will focus on today.

The second, through further integrations, allows viewers to add products to the cart straight in the video experience. We will cover it in a future article.

As seen above, more than 40%  of sessions have at least one Product Page view. It’s not even close to the CTR we saw during live video commerce sessions put together by our customers: 70%. However, what really needs to be addressed is the final conversion rate. While video commerce sees a 62.5% boost in Product Page views, when it comes to Transactions it has an almost  500% increase. Almost 1 out of 10 live sessions ends with a sale. 

Why are shoppable videos impacting eCommerce sales?

So it was obvious that the difference comes from what happens on the conversion page. And how customers address it. Because while in the traditional eCommerce journey the Product Page is where the customer makes the final decision, in a live stream shopping session the Product Page is just the place where the customer makes the final adjustments to the order. 

Don’t get me wrong. A poor experience will definitely dramatically decrease the overall transaction rate. However, when working together with live commerce, the Product Page becomes the confirmation clients need before actually checking out. It’s like the rational argument that backs up an emotional decision.

What eCommerce experts have to say

It‘s clear that an engaging live experience, reinforced by a state-of-the-art Product Page, skyrockets your sales. To better understand the connection between the two and how this improves online sales, we looked at what experts recommend for a great Product Page. We looked at the best 3 eCommerce platforms (in our opinion) and tried to see if what they recommend. We were curious to see if our assumptions were right.

Here are the most important 5 Product Page improvement top experts recommend. If you want to increase conversions, of course.

1.Use high-quality images and videos

If you are selling products online, this should be your top priority. High-quality product pictures have a big impact and it does not require you to do anything different. Rather than taking great pictures of your products, of course. 

Humans are visual creatures. We process (and react to) visual information faster and better than other content formats. 3 out of 4 eCommerce shoppers say that great photos influence their final decision, making visuals an essential element in your overall online sales strategy.

picture showing Apple watches

Source: apple.com

Yes, pictures do speak a thousand words. 

According to responsiveinboundmarleting.com, incorporating a video in a landing page will increase the conversion by up to 80%. Amix of high-quality pictures and videos will help you increase Product Page conversions. So we encourage you to follow this advice. 

Are shoppable videos covering this useful advice? They are actually doing more than just that.

Shoppable video creates an engaging experience that mixes commerce and entertainment into an unforgettable shopping journey. During the session, viewers have the chance to see products from different angles and to see them handled live. It’s just something pictures and short videos cannot offer.

We can say that while landing on the product page from a live video experience, the no.1 advice has already been implemented in the best possible way.

2. Customer testimonials with Product pages & Shoppable video

9 out of 10 shoppers read online reviews when they start gathering information about a product they intend to buy. They don’t just read them, positive reviews will also encourage them to take action. We can say that what your customers say about your products is more important than what you say about them. 

Why do testimonials and reviews work? Customer testimonials act as social proof, the phenomenon where we assume that the actions of others present the correct behavior in a particular situation. It doesn’t matter how independent we think we are, the actions of society or our community contributes to our decision. 

“As can be predicted by Tan and Thoen’s model, when the product price is high touch with a high price, the personal threshold of trust required to enable a purchase would be higher as well. We assumed that in these cases, testimonials would play a more central role in enabling a purchase. This is because, in these cases, the testimonials would raise the level of trust beyond the personal threshold required to decide to purchase a product.”

The Impact of Testimonials on Purchase Intentions in a Mock E-commerce Web Site – A Spillinger

We understand now why testimonials are important and how they work for eCommerce websites. But how are they integrated into a live stream shopping session? And how could it replace add extra value to your Product Page testimonials?

One of the benefits of using shoppable video for your business is that it allows you to bring your community to your website and interact with them there. It basically creates your own social media channel, embedded into your platform. The live comments of your community are not just any kind of testimonials. They are live testimonials, shared by a real person at the perfect moment: when the purchasing decision is made. 

A customer that lands on your product page straight from a live shoppable video has already gathered the social proof needed to finalize the transaction. The testimonials gathered on the page will act like o confirmation.  

3.A FAQ Section is crucial for your online presence

One of the reasons for which people like to buy from live stream shopping sessions is because they have can ask product-related questions during the show. And most importantly, they receive the answers on the spot. 

85% of online shoppers said they have at least one question they need to find an answer to before actually making a purchase. So, when creating a conversion-focused product page, a section that answers your most frequently asked questions should not miss. This will save you time, identify you as an expert, and build trust amongst your customers. To make the most from this section, you should make sure that you answer questions that your customers have actually addressed to your team, not the questions that you assume customers should ask. The reality is often different from what we expect.

How can a live video commerce session add value to an existing FAQ section? Live video commerce has a very powerful social component – it encourages viewers to interact amongst each other and with the presenter(s). At Streams.live, we took this social component one step further, knowing the importance of answering the right questions, at the right time. We have a chat option, used for people to interact and share impressions, and a Questions feature. What makes this feature different? The fact that each question can be upvoted (or downvoted) by the rest of the viewers. 

Questions section in a live stream shopping session

Questions can make or break your live video commerce session

The question with the most upvotes will be displayed first. The system rightfully sees it as the most important one, as other viewers backed it up. What does this mean? It means that by answering one question, you actually help not just the person that asked it, but your other viewers as well. The system will help you out by sorting the most important questions – the ones that your viewers are looking for an answer to.

By activating the chat and Questions feature, and by answering your viewers’ questions, you will help them make a decision. Without having to look at the FAQ section to see if their questions have already been addressed. Here, the momentum is 100% on your site. After a customer finds the answer she (or he) was looking for, the next normal step would be to go to the product page and make the purchase (or ad the item in the shopping cart and check it out at the end of the session). 

So this is how Live Stream Shopping addresses one of the most important section on you Product Page. By answering the questions live, when it matters the most, you encourage viewers to take action. Of course, you need to have a comprehensive FAQ section on your website – not all of your questions will be addressed during a live session. And some customers will land on a specific product page without seeing a minute from your live performances. But once again we can see how a live video shopping experience is naturally addressing some of the most important aspects eCommerce websites need to have to convert their visitors. 

4. Have a Clear Call to Action

Number four on the list is a clear Call to Action. You can have all the elements put together in the perfect order on your product page. But if customers can’t easily see what they need to do to buy your products…well, they won’t be able to buy them.

product page with clear call to action on ecommerce platform

Source: Alohas.io

Here is a great example from Alohas. As you can see, once you land on the Product Page, you are guided through your next action.  The page is built so that above the fold you have great pictures of the product, the price, and a clear Call to Action. You can either add the product to the cart or pay for it. As seen in the picture, the default payment option is PayPal. But the company accepts other payment options and this information is visible right under the buy button. It can not be missed.

We having in-depth integration, customers can add products to the shopping cart straight from the live stream shopping experience. With a light one, they will do it on the product page. So in this case, the call to action from the video experience and the one on the product page work hand in hand. 

A live stream shopping session offers customers a way to buy products straight from the live video. At Streams.live, we went one step further. When having video sessions that showcase multiple products you can use the bump feature to showcase them one by one. When bumped, a specific product will be available through an extra layer, making it easier for customers to buy it on the spot.

print screen from live shoppable video session

print screen from a live stream shopping session – mobile view

5.Use relevant content that sounds human

The 5th tip is to have content that sounds human. Yes, on-page SEO is important, but we should not forget that the content is actually read by humans like you and me (assuming that you are not a robot reading this). 

It may sound complicated to squeeze all the features there, to optimize the content for search engines, and at the same time to make it readable for your customers. But it’s far from being impossible. Customers buy not only your products but your brand and your story as well. Think of replacing the classical bullet points list with copy crafted for human beings. Show them who you really are with every chance you have to speak to your customers. 

A live video session is a great way of letting customers know the real you. It’s a truly authentic experience, and authenticity is essential when doing business. 90% of surveyed consumers said that authenticity is important when deciding which brands they like and support. And one of the reasons for which live stream shopping outperforms traditional eCommerce channels is exactly this: the unedited experience lets them meet the real you. 

image showing the importance of authenticity for customers

Conclusion

Throughout this article, we followed 5 top recommendations for eCommerce product pages and saw that one of the reasons for which Live Stream Shopping outperforms traditional eCommerce is that it naturally addresses these issues. A successful business requires constant improvements at different levels. An eCommerce one makes no difference. And while you encourage you to test live stream shopping for your online store, we also think that you could improve your overall conversion rate by bringing these improvements to your existing (and future) Product Pages.

About the author : Alex Pana

Alex Pana is the Marketing Manager at Oveit, the US-based tech company that developed Streams.live. Prior to joining Oveit, he worked with 2 of the world's leading financial services companies. Over the last 4 years, Alex attended more than 100 live and virtual events, understanding how entertainment and digital payments work together. He is people-oriented and although his role is to share the word about Oveit's solutions, he loves to learn about people's experiences. Be they good or bad. He has a degree in Public Administration. This is where he first learned that small changes can result in big improvements. Having this in mind it was only normal for him to join Oveit.

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