On a product page, the video has one job: to remove the doubt left after the photos. In this country, that doubt almost always takes the same shape.
Where the video goes
Above the button, not at the bottom of the page.
It has to be visible without scrolling, on a phone, at the exact point where hesitation appears. A video placed after the reviews arrives when the decision is already made, one way or the other.
It starts without sound, with readable subtitles, and does not block the display of the rest of the page.
Delivery is the Canadian objection
It comes before price, before quality, before brand.
How long, at what cost, with which carrier, what happens if nobody is in, and above all what changes depending on where you live. Add what a return costs, who pays for it, and how long it takes.
A brand answering those points in the video converts better than one hiding them in a terms page.
The size and use sequence
That is the second objection, and it generates the returns.
Show the object next to a familiar reference, worn or used by two different builds, with the size stated on screen. Say frankly whether it comes up large or small, and who it does not suit.
That honesty costs a few sales and saves more, because a return costs more than a lost sale.
The French page needs the French video
Subtitles are not enough.
Somebody speaking the customer's language says they are expected; a subtitle says the message was meant for somebody else. So plan two shoots, or at least two takes, never a dub.
Some obligations relating to the language of communication and to consumer information depend on the province and the type of content: they are checked before going live.
What loses the sale
A video that is too long, autoplay with sound, an opening that does not show the product in the first three seconds.
Add the substantive mistakes: a price on screen that no longer matches, an expired promotion, a visible season that dates the video. Always deliver a version with no burned-in text so it can be corrected without reshooting.
What a product page expects from a video
| What the visitor does not know | The shot that answers | Its length |
|---|---|---|
| The real size | The object beside a hand | 3 seconds |
| The material | A tactile, very close shot | 4 seconds |
| The use | The full gesture, uncut | 10 to 15 seconds |
What usefully replaces a description
The demonstration. A spec sheet explains, a shot shows, and on a product page it is the second that reduces both support questions and returns.
What must stay legible without sound
The product and its benefit. Most visitors watch in silence, so the information travels through the image and a short subtitle, never through a voice nobody will hear.
What to measure
Three figures, available in your own systems.
The add-to-basket rate from the page carrying the video, compared with the same page without it. The return rate linked to size or disappointed expectation. And the number of support questions about delivery.
If those three indicators move in the right direction, the video has paid for itself, whatever its view count.
