Product content
Where to put video on a product page, and how to tell if it works
Put the product video second or third in the image gallery, never in place of the main image, with a play icon and its length on the thumbnail. Load it only when the shopper plays it or scrolls to it. In Baymard's testing, 59% of users consistently skipped product videos, so video should add to a full image set rather than replace it.
By the MoraLab team · Updated · 1 min read
What shoppers actually do
In Baymard's product page testing, 59% of users consistently skipped product videos and 83% didn't try the 360° view where there was one. Baymard's conclusion is that rich media gives a feel for the product that stills can't, but should supplement a large and varied image set, not replace it.
How to place it
- Second or third in the gallery, never replacing the hero image
- A thumbnail with a play icon and the duration
- A poster frame that shows the product clearly
- Silent by default, with captions for anything said
- Loaded only when played or scrolled into view
- Shows the selected variant, or says which colour is shown
How to tell if it works
Compare products with and without video, or A/B test it on products with a lot of traffic. Watch the add-to-cart rate, the share of shoppers who press play, and returns for the reasons the video should prevent, such as "smaller than expected".
Frequently asked questions
Should a product video autoplay on the product page?
Usually not. Let shoppers press play. A large video that starts by itself at the top of the page slows it down and pushes the product photos aside.
Do product videos slow down my store?
Not if they load only when played or scrolled into view, with a light poster image. Large videos that autoplay at the top of the page can.