How Video Can Improve Your Shopify Sales Funnel & Conversion Rate

In the past 7 years or so, video content has emerged as one of the most effective tools for ecommerce businesses. Websites have become more advanced, are able to incorporate more rich media, and video has become much more widely used. From helping to capture audience attention to simplifying complex concepts, videos can communicate more effectively than text or images alone.

For Shopify merchants, incorporating video into your sales funnel can significantly enhance engagement, drive more traffic, and improve your conversion rate.

Here are a few stats to drive home the importance of video in ecommerce: when researching and making purchase decisions, almost 90% of Gen Z prefer videos that show a product being demonstrated. According to Hubspot’s State of Commerce report for 2025, more than half of marketers use some sort of product-related videos to drive awareness and sales. And finally, Statista forecasts that by 2028, video consumed on connected TV, mobile devices and computers will reach a viewing time of over 3 hours and 30 minutes a day.

Understanding the Shopify Sales Funnel

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To harness the power of video, it’s essential to understand the typical sales journey. This consists of four key phases:

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• Awareness phase: Attracting new potential customers and introducing them to your brand.
• Consideration phase: Providing information that helps educate prospects so they understand your products or services.
• Action phase: Encouraging customers to take the next step, typically buying your product or signing up to your newsletter.
• Retention phase: Building loyalty and encouraging repeat purchases.

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Video content can help improve the customer journey at each of these phases, nudging site visitors towards making a purchase.

Top Video Types to Improve Conversion Rate

Different types of videos serve unique purposes to assist with conversions:

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• Product demo videos: Showcase product features and benefits, giving customers a clear understanding of what they’re buying.
• Testimonial videos: Build trust by featuring authentic customer experiences - customers feel reassured by seeing authentic positive feedback from real people.
• How-to tutorials: Educate users on how to use your products effectively, adding value and helping bring them closer to hitting ‘add to cart’.
• Brand storytelling videos: Share your company’s mission and values to create emotional connections with your audience.
• FAQ videos: Address common concerns or objections directly, removing barriers to purchase.

Incorporating Video into Key Shopify Funnel Stages

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Here’s how you can strategically integrate video at each stage of your funnel:

Awareness

Use short, engaging video ads on platforms like Facebook, Instagram, and TikTok.

Publish videos on YouTube to promote informative and entertaining content related to your niche.

Consideration

Embed videos on product pages to highlight features and benefits, and bring your products to life.

Use comparison videos to help demonstrate how your products stand out from competitors.

Action

Create urgency with limited-time offer videos or holiday promotions.

Add video testimonials on checkout pages to reinforce trust.

Retention

Send personalised thank-you videos to customers post-purchase.

Use email campaigns with tutorial videos to help customers get the most out of their recent purchase, and bring other products they may be interested in to their attention.

Maximising Discoverability - SEO In Video

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• When it comes to optimising a video for a landing page, there are a few things to keep in mind. First is the potential impact video content could have on the page’s loading time. While a website that loads in two seconds has a 9% bounce rate (the percentage of visitors leaving the site), that number increases to 38% for pages that take five seconds to load. To avoid this, it’s often better to host your video on a third-party site like YouTube that allows you to embed its videos on your site. Alternatively, compress the video so it has a smaller file size.
• Publishing your product videos, tutorials, how-to guides, and testimonials on YouTube will also allow them to be discovered outside of your own store. YouTube Shorts is a great way to have your content surface in front of a new audience.
• Write detailed video descriptions in the meta data, including keywords, so search engines can understand the context of the clips and increase the chance of the videos being served to people more often.
• Make sure the videos have engaging titles to encourage people to click through, and ensure the videos grab attention from the very first second to avoid people clicking away.

Some Tips For Ecommerce Video Production

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To ensure your videos are effective and professional, follow these best practices:

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• Keep It Short: Aim for under two minutes - people have short attention spans!
• Optimise for Mobile: Ensure videos are mobile-friendly -  the majority of ecommerce traffic comes from mobile devices.
• Use Captions: Include captions for accessibility and to cater to users who watch without sound.
• Include a Call-to-Action (CTA): Guide viewers to take the next step. This could be visiting a product page or signing up for a newsletter.
• Maintain Consistent Branding: Use consistent visuals, colors, and messaging to reinforce your brand identity.

Real-Life Examples: Brands Using Video to Boost Shopify CRO

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Here are some examples of Shopify stores effectively using video to drive results:

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• Rimowa: This premium luggage brand uses video in some of its product pages to showcase the suitcases in context, with a person extending the handle and wheeling the luggage, helping bring it to life in a way that a simple image gallery wouldn’t.
• Gymshark: Leverages influencer testimonials, homepage hero videos and workout videos to build trust and community.
• Blenders Eyewear: Creates eye-catching videos for social media, showcasing the style and durability of their products, linking those qualities with how they can improve your life.

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These brands demonstrate how video can be a powerful driver of both engagement and conversions.

Measuring the Impact of Video on Your Sales Funnel

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It’s important to understand how effective your video strategy is, by tracking key performance indicators (KPIs). Here are some approaches to evaluating what success looks like:

• Engagement Metrics: Views, watch time, and shares.
• Conversion Metrics: Click-through rates (CTR), add-to-cart rates, and completed purchases.
• Retention Metrics: Customer lifetime value (CLV) and repeat purchase rates.
• A/B testing video placements and types can provide valuable insights into what resonates best with your audience.

Cost vs. ROI: Is Video Worth the Investment?

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While video production can require a significant upfront investment, the potential return is often well worth it. Compare the costs of professional production versus DIY approaches and weigh them against the potential revenue boost. Many Shopify merchants find that even simple, authentic videos can drive substantial increases in engagement and sales. You can always start small and create more professional videos once you’ve tested your approach.

Conclusion: The Future of Video in Ecommerce

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Video production is no longer a nice-to-have, but a necessity for Shopify stores that want to provide the best possible customer experience. By strategically incorporating video into your Shopify sales funnel, you can improve customer engagement, build trust, and boost conversion rates. Start small, test different video types, and watch as your Shopify store transforms into a sales powerhouse.

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About Radiant

Radiant designs, develops and enhances Shopify websites for enterprising ecommerce brands. Our mission for clients is to provide clarity, simplify challenges and deliver ‘wow’ moments, enabling businesses to grow and thrive.

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Our inhouse team of designers, developers and client support all work together to create beautiful websites that sell, delighting clients including Tropic Skincare and Lando Norris - backed up by almost 40 Google reviews, all with a 5 star rating.

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