We’ve all heard the claims. Video added to a sales page can increase conversions considerably. Some claim 5% greater sales … up to 30% … even 60%. But is that the only benefit? What are some possible downsides?

And Now Media recently produced 50 product page videos for the popular online makeup catalog eyeslipsface.com and we were curious about their experience with the videos.



According to e.l.f. director of eCommerce Lesley Klein, increasing sales was just one reason for adding video to the product pages of their site: “I think it’s really important to have the videos because, in a store, there is a salesperson. They demonstrate the product and show you how it looks. Here is a virtual salesperson. You see the product and you have someone to let you know exactly how to use it.”

Klein reported that, before the videos, the company’s front office received many calls asking how certain products were used “The videos have been helpful from a customer service standpoint. Since the release of the videos, calls for explanations have decreased. For example, calling to ask how to use a brush or telling us a brush is smaller than they thought it would be.” Their customer base understood the product and how it is used from the videos, lessening the load on the office staff and leading the customer to a quicker purchase.

In e.l.f.’s case, the videos produced were for new products, so there wasn’t much pre-video data to compare website sales before and after the video addition. However, Klein says the eyeslipsface.com team believes the highly professional videos have “raised the bar on the brand.”

So what are some potential pitfalls? Here’s Klein’s advice:

1) FOCUS Make sure it’s about the product, not the model. People on the internet can be cruel and they don’t hold back. They’ll rip a model apart, so be sure the product is the main focus.

2) CONSISTENCY Use the same narrator for all voice overs and keep the graphic look consistent. Consistency of presentation is key to building and reinforcing your online brand.

3) EVERGREEN Be careful saying or showing any product prices or any other information you think has the potential to change in the near future.

4) COMPILATIONS For Holiday videos and Special Collections it’s better to do them as a product compilation, rather than individual products. Some items disappear or change: color of packaging, items within a product line, some accessories, or prices, all could change.

If you’re looking for professional and affordable product page videos for your online catalog, contact And Now Media at 646 450 3450.

To see some of the product page videos And Now Media produced for e.l.f. Cosmetics go to eyeslipsface.com or their youtube page. Here’s one example: