Magento spent a lot of time working with the community to ensure the Magento 2 platform allowed users to manage their stores with ease. While it takes a little training to use, in the long-run, functionality and user experience has improved drastically. These improvements also encompass a user’s ability to add videos to product pages with relative ease.
On the Magento 1 platform, developers needed to create an attribute or separate modules when adding videos to product pages. With Magento 2, the process is easier…
Benefits of Adding Videos to Product Pages
Before we tell you how to add videos, let’s take a second to understand why you SHOULD be adding videos. It’s not just an ‘ego addition’; videos can actually be a powerful tool for online retailers.
Attract more visitors
Figures show that an online store with video content can enjoy an increase in organic traffic of up to 157%. Optimized video content is attractive to search engines and is likely to make them see you as an authority when ranking.
Improve visitor duration times
When you add videos to product pages, research shows that visitors spend 88% more time the website. This means a potential customer will spend more time enagaging with your online store if you include video and are therefore more likely to connect with your brand.
Want visitors to spend more time exploring your online store? Start including videos. Stats show that videos on product pages can improve page visit numbers by 127%. This, in turn, can increase individual visitor sessions by 340%, which looks favorable to search engine crawlers.
Boost conversions chances
Product pages with video content result in a 37% increase in add-to-cart clicks. Meanwhile, 57% of consumers admit they rely on product videos when purchasing online. They say this is because they feel more confident about making a purchase, which in turn, improves their trust in your brand.
How to Add Videos to Product Pages on your Magento 2 Store
To do this, you’ll first need to generate an API key for your YouTube video. After this is done, you can then integrate the video into your product page. Here’s how to do it…
Step 1. Get a YouTube API Key
- Log into your Google Account.
- Go to Google Developers Console.
- In Create Project, enter your project name and then click Create.
- In your new project’s Dashboard, select Enable and Manage APIs. On the next page, select Enable API.
- Once this action is complete, you should have the option to Go to Credentials. Click this button.
- Select New Credentials and you’ll be given an API key to copy.
Your API should now be activated, although this could take a few minutes to register in the system. Wait a little while before proceeding to the next step.
Step 2. Magento 2 Configuration
- In your Magento 2 store’s Admin section, navigate to the sidebar and select Stores.
- Under Settings, you’ll find Configuration. Click this option.
- In the left-hand panel, select Catalog (in the Catalog category).
- Open the Product Video section and enter the YouTube API key you copied in the previous section.
- Select Save Config.
- Refresh cache when prompted.
Step 3. Add Videos to Product Pages
- Open your product for editing.
- Navigate to the Images and Video section and select Add Video.
- Enter your video URL, along with the Title and Description. You can also add a specific Preview Image from a file on your computer.
- Another option is to select Get Video Information, which will import the video’s metadata.
- Select how the preview image will be displayed in Role
- Click Save.
You should now see your video live once you visit your product’s page.
How to Best Use Videos on your Product Pages
While using product videos has some great benefits, it’s important that you’re utilizing them in the correct way.
1. Place individual videos on each page
Don’t just create one generic video for multiple products and put it on every product page. Any video on an item’s purchasing page should be relevant to that item, enhancing the visitor’s understanding of the product.
Take time to create a quality viewing experience that is nice to watch and appeals to consumers. You should also ensure you’re featuring them in prominent positions. Consumers are less likely to scroll down the page and then watch a video.
2. Accommodate SEO
While videos have in-the-moment conversion benefits, as we touched on earlier, they also have SEO benefits. The product video should have all the information search engine crawlers need to index it, such as a title and description.
You should also take some time to research keywords and be sure to include them in the title and description. And don’t underestimate the importance of an attractive preview image/thumbnail.
3. Don’t set them to Autoplay
First of all, this affects page speed and could potentially cause your visitor to leave before the product page has completed its loading process. As well as this, let’s face it, autoplay can be annoying. You should be enhancing the customer experience, not accidentally deafening someone wearing headphones while browsing your site.
4. Keep it short
Research shows that videos up to two minutes in length get the most engagement. This means that a 30-second video will likely match the engagement of a 90-second video, provided the content is entertaining. However, two minutes is the drop-off point and engagement drops dramatically after this.
The key is to keep your videos short but engaging. Take ASOS as an example. Rather than featuring a plain panoramic shot of a product, they create a runway experience. However, the modelling is kept short to give viewers a fun but complete look at the item in a small space of time. Maximum impact without burning through a visitor’s concentration.
5. Measure analytics
As with every new measure you apply to your online store, you should be tracking results. This will show you whether your approach is working or whether it needs to be tweaked. Track views, page visit times, bounce rates, etc, and alter your approach for optimal results.
The decision to add videos to product pages on your online store is a strong strategic move. We have already covered the many benefits, making it a no-brainer for anyone concerned with conversion numbers (which all retailers should be). The process itself is straightforward and the only awkward part is securing the API key; however, once you have this, implementing it on your Magento store is a breeze.
The Bottom Line: If you have video creation abilities, add videos to product pages on your store today. The process is simple and the payoffs are significant, so why not give yourself an advantage?