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Pressing Play on E-Commerce Video

Posted on 4.15.2013

:: By Michael Tarquinio, Vice President of Operations at Double Prime ::

The implementation of video content is exploding on mobile and Web retail websites. A recent study showed that more than two-thirds of luxury brands plan to increase their mobile and online video outreach efforts in 2013. However, many struggle with how to do it properly.  

But why would a company want to allocate the resources (time and money) to a video project? Well, imagine a company that sells little black dresses online. Its product competition is fierce. There are countless options for consumers to choose from, but this company can differentiate itself by having videos of real women standing and moving in all of its dresses. This allows shoppers to have more visuals and a higher level of purchase confidence, which can increase conversions and even reduce returns. 

This company also needs to have a very simple and search-friendly site, an easy-to-use shopping cart system and a content management system that lets the marketing people upload and change any content (e.g. videos, images or even dress features) quickly and easily without the need of IT resources. On top of that, the site and videos need to look amazing and load quickly on any device.  

Still unconvinced as to why it is extremely important for companies to incorporate video into their websites? For starters, videos are compelling. People like to watch video in order to see how something is used or to hear about different experiences, especially before buying a product. There is also an endless amount of video content that can be put onto a website. Things like video introductions are a good way to introduce a company and testimonials are engaging and a great way to win over a potential customer. Video is also an amazing search engine optimization tool. With the proper key words inserted into the title and description, you can help boost your search engine presence. 

Have Your Cake and Eat it Too

Though it’s important to incorporate video into your website, its even more important to have a content management system and e-commerce platform that work together. The e-commerce platform should be focused on selling your products effectively and the content management system should be able to communicate with every aspect of your website in order to create a great user experience as well as an easy and efficient experience for the admins of the page. 

If the Dress Fits, Buy It in Every Color

The same type of video should not be used for every device. For example if someone is looking at your website on a desktop they should be presented with a high-quality video. If they are looking at your website on their mobile phone the video should be presented in low resolution so it can load faster. Your content management system should be able to handle various types of video and be able to serve up the correct video or content to the correct device that is being used. 

A Dress for Every Occasion

Your site needs to be responsive. Responsive Web design is when a website is developed to provide an optimal viewing experience across touch points (e.g. the different types of mobile devices or desktop computers). It makes it easier for users to read and navigate with minimum resizing, panning and scrolling across all devices. This is extremely important when dealing with video content. Your website should be designed to responsively deal with video. For example if you go to an e-commerce site that has a high-quality product review video, which is served up along with the shopping cart, product info and purchasing ability the video should also show up on your mobile device in lower quality. Most websites strip out the video when the site is accessed through mobile. This lessens the user experience. 

With video content becoming more relevant companies need to find a content management and e-commerce system that work together in order to make the user and admin experience successful. It is also essential for companies to find a web development company that understands their needs as well as their audience. If you are not integrating video into your user experience you are missing out on some big opportunities. 

About the Author

Michael Tarquinio has over 10 years of project management experience and has spent 14 years in the Internet and e-commerece space. He currently oversees the day-to-day management of Double Prime. He also works with business development and strategic partnerships. Mike has been a project manager for many high-profile websites and e-commerce projects, including the first launch of as an e-commerce site.

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