If you’re wondering whether shoppable video is right for you, the following steps can help you in your decision.
First, map out the video you want to make. Think through its structure and design how it will play out, e.g. What makes sense as a hotspot? How will you feature the products creatively, ensuring they have enough time on screen to allow consumers to click through?
Next, conduct A/B tests. A/B testing allows you to compare two or more types of strategic content variations to see which one resonates more with consumers. Editors, for example, may use A/B tests to see which headline they should use for a story. Art directors may use A/B tests to see which website banner draws the most clicks.
If you’re still on the fence about whether you should opt for shoppable video, first try structuring your video so that it can work in both a shoppable format and a non-shoppable format. Test both versions with your consumers to see which one elicits higher engagement.
L2 insights reports that while “ As the technology behind it continues to be refined, it’s apparent that shoppable video content is still an emerging trend in content marketing. Executed with poor thought toward design or user experience, shoppable video can result in turning away potential consumers. If done well, however, it can greatly contribute to higher conversion rates for your content.