Updated: Mar 19, 2021

Interactive features can help ecommerce sites optimise their online content and engage as many visitors as possible. Brands must focus on turning standard traffic into qualified traffic because at the end of the day, the main objective of ecommerce is to achieve conversions.

Considering this, how can brands create immersive and memorable ecommerce content to succeed online?

Here are some of the ways brands can use interaction videos on ecommerce to engage and convert.

1. Interactive and Shoppable Videos: Feelunique X Smartzer

Feelunique used Smartzer's interactive video platform to create a shoppable video for their ecommerce. Smartzer's technology allows brands to make new and existing content interactive by adding a clickable overlay where brands can tag products for users to buy. Product info can be added via images, text, URL's, Product API's, Product Feed and manually. The viewer can click on an item that interests them to learn more, check out colour ways and "buy now" by tapping the call to action. By using interaction video on ecommerce, brands can increase their engagement rates by 40% and increase conversion rates by 400%. This video is particularly effective as viewers can see the cosmetics in action, giving them the confidence to buy.

2. Virtual Showrooms on Wholesale Ecommerce: Nu Order

Nu Order has embraced interactive and shoppable video on their B2B ecommerce platform. Here, brands can create virtual showrooms that display their products to retailers for purchase. Nu Order's technology allows products to be shown in 3D via a 360 rotational tool. Viewers can zoom, spin and swipe items to view them in more detail. The ecommerce site provides a central place for retailers to shop collections. The platform also supports shoppable campaign videos and runway shows. This creates an experience like no other, immersing the viewers in the latest trends.

3. Surveys, Quizzes and Forms: Two Chimps Coffee

Surveys, quizzes and forms can help provide a bespoke and personalised experience for site visitors. In fact, 80% of consumers are more like to purchase from brands that offer personalised experiences. For example, Two Chimps Coffee provides a dynamic and informative quiz on the site landing page. This allows customers to find their perfect blend straight away, shortening the path to purchase with no need to spend ages browsing through every product. By reducing the steps in the purchase funnel, quizzes can lead to quicker conversions on ecommerce.

4. Chat Bots and Conversational Commerce: Hero

Chat bots help generate engagement and conversion by offering advice and help to site visitors 24/7. This can be through automated response or through store assistants on the other end of the line. Chat features aim to bring the benefits of in store shopping, online through personalised advice. This gives consumers the confidence to make informed purchases. Conversational ecommerce app, Hero, allows brands to communicate with customers via chat rooms and video calls. This gives a human feel to computer driven bots. Customers can schedule store visits, 1-1 calls, creating a personal channel to connect brands and engage consumers. Hero has worked with ecommerce sites like Size?, Nike, Harvey Nichols, Chloe, Nike and more. The chat bot industry is set to be worth $1.34 billion by 2024.

5. Interactive Product Testing: NYX Cosmetics

NYX has introduced a virtual try on feature to their ecommerce site. Users can try on products by opening their live cameras or choosing a model similar to their skin tone. Consumers can then browse the product catalog and try on various cosmetics to find their dream shade. The before and after button allows users to see the results. This shoppable feature brings beauty counters to customer homes and provides a fun, almost gamified experience to beauty shopping. Try it for yourself here!

6. Livestream Video Events: Brown Thomas X Smartzer

Brown Thomas used livestream to sell their products in real-time. Using Smartzer's interactive video platform they were able to create a clickable and shoppable video stream on their ecommerce site. The platform allows brands to add product links before the stream on an editor. Brands can then build a shoppable carousel that will feature alongside the stream, see above for Charlotte Tilbury's example. The video will then be connected to the live streaming service on ecommerce sites where viewers can watch and shopalong. Livestream events can be ticketed to create a sense of exclusivity for the customer. Being able to see products in action will help consumers made educated purchases within the video. Following the stream, brands will be able to reuse the interaction video on ecommerce landing pages to promote products for purchase.

These examples demonstrate how brands can use interactivity to generate engagement and conversions on ecommerce sites. Brands should stay on top of shoppable trends to succeed on ecommerce.