What short content should you choose to maximize conversion on your e-commerce site?

The ideal length of short content videos

On your site, clarity is essential. Visitors, one step away from buying, are looking for quick and direct answers to their questions.

Unlike social networks where they explore, here, the conversion is close. It is therefore crucial to adopt a concise and powerful approach for maximum influence.

Therefore, we recommend that you limit to 5 to 6 cards, With a Duration Not Exceeding 6 to 7 seconds max per card.

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UGC: Authenticity at the heart of commitment

The term UGC comes from the English User Generated Content and refers to all the content (photos, texts, videos) created by the users of a brand (customers as well as content creators). Far from the usual promotional messages, UGCs offer a real vision of the user experience with a product or service.

It is not surprising to find that 85% of consumers say they turn to UGC visual content Rather than brand content when making purchasing decisions.

For Wethenew, a leading platform in France for the purchase and resale of sneakers, it is essential to highlight the sneakers worn in order to answer questions that visitors may ask themselves: How do they fit my feet, what outfit to wear with them, how will my jeans fall on this pair?

These videos and photos shared directly by the Wethenew community on social networks, generate much more trust and comfort visitors in their purchase.

By including UGC on your site, you will therefore humanize your brand but also gain credibility and authenticity while sharing a real overview of your product. You will reassure visitors and reduce return rates. Finally, reinforce this feeling of community around your brand for even more loyalty.

💡 With JOIN, you can automatically upload all of your UGC Instagram content (Stories, Post & Reel) and send a rights request to the creator thanks to a pre-written message directly from the platform. You will receive a notification as soon as the person accepts or refuses to share their content. All you have to do is integrate this content on your site!

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Customer Reviews: The Valuable Voice of Your Community

Customer reviews evolve with JOIN to reach a higher level of impact and credibility. No more old-school comments in the form of stars and text. Make way for visual authenticity with photos and videos. This transformation gives power back to this reinsurance vehicle!

Take the example of Explora Project, an agency specializing in responsible travel in nature, which share feedback videos from their customers. Visitors need support: With what type of group I am going to share this trip, are the guides real professionals, is the organization well prepared, what will this adventure bring me?

These video customer reviews thus offer immediate answers to these questions while providing credible opinions on the experience lived and therefore ultimately reduce the obstacles to purchase.

Having access to customer reviews quickly and in a visually engaging way proves to the visitor that you are trustworthy and that others before them have had positive experiences, which improves the image and credibility of your brand.

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Product Details: The Little Extra That Changes Everything

When We Know That The Internet users only read 20% of the content on average From the pages they visit, we quickly realize the importance of sharing essential information visually.

Product details play a critical role in engaging site visitors. It is specific and in-depth information about a product that goes beyond basic characteristics.

For Smoon, specialized in the sale of menstrual panties, it is essential to provide as much information as possible on them and the associated technology when we know that this product is relatively new on the market. Smoon therefore decided to integrate short video content directly on its product pages: technology, choice of sizes, explanation of the price, ecological impact...

Another example is that of Hygea, the first French brand of dietary supplements based on adaptogenic plants. The latter are little known to the general public; this is why Hygea shares on its product sheets Educational Web Stories Such as the use of the product, its benefits or even recipe ideas.

These product details are crucial for visitors to your site because they allow for a complete understanding of what you offer; this transparency builds trust. In addition, by highlighting unique characteristics, you differentiate yourself from your competitors by positively influencing undecided visitors.

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Tips & Tutorials: expertise in action

Tips and tutorials are an essential resource, highlighting your brand's expertise. This content comes in the form of instructional videos or images, practical guides, or in-depth articles aimed at solving problems your customers may encounter and sharing specific knowledge.

Sync Protein offers products based on organic vegetable protein. To guide their customers in using their products, Sync Protein has chosen to share a set of Video Tips and Tutorials For example: who are their products aimed at? How do you prepare a protein shaker? or recipes based on vegetable protein.

On the same basis, Thomas Tuccinardi added Web Stories about the hair products they offer: how to use the product, how to apply it, and various hairstyling tutorials.

By maintaining your expertise, these tips & tutorials serve as a reassuring guarantee for visitors looking for reliable information before a purchase. By offering these video and image tutorials, you create concrete value, strengthening the loyalty of your audience and promoting a positive perception of your products.

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Word from the Founder: The Narrative Essence of Your Brand

The “Founder's Word” is a personal message from the founder or the person behind the brand, sharing the story, mission, and vision that inspired the creation of the company.

Brand values and commitments are topics that are of increasing interest to new generations and that play a major role in their purchasing decisions: namely that 71% say they are more loyal to brands whose values they espouse.

Here we find Kevin Aouragh, Founder of Sync Protein. On his Homepage, he wanted to share the story behind the creation of the brand by explaining the personal problems encountered as an athlete, the difficulties in finding a product corresponding to what he was looking for and what he put in place to create THE perfect product that respected our health and our planet.

This personal message creates an emotional connection by allowing visitors to understand the personality, passion, and legitimacy behind your business; you are once again humanizing your brand. It allows transparency by sharing a personal story, earning the trust of visitors who value authenticity. Finally, you have the opportunity to demonstrate a strong alignment with the values of your audience.

To conclude, short video content contributes to creating a memorable experience on your site. Whether through credibility, expertise, or attention to detail, the art of short content lies in the ability to captivate, inspire trust, and build lasting relationships with a demanding audience.

As an e-merchant, the perfect mix lies in the integration of the 5 formats presented: UGC, Customer Reviews, Product Details, Tips & Tutorials and the Founder's Word. If you don't have all the formats, choose 3 or 4 to ensure diversity.

As a reminder, good short content must answer the questions most frequently asked by visitors before buying: it does not distract from the purchase, on the contrary, it comforts it!

Since the main issue is reinsurance, there is no problem repeating the same message, whether in writing or on video. Pedagogy involves repetition!

To take your strategy even further, our next article will explore the best places to integrate Web Stories on your sites.

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