Adding video to your site? Bring it into your site search

Shaun Ryan CEO, SLI Systems Video is everywhere on the Web these days – on news sites, on company sites, and more and more on shopping sites. When visitors to your online store watch your video, it can help convince them to buy your products. If you have gone to the effort to create videos, you want to make sure they can be found. One way of doing this is to highlight your videos in your site search.

With our assistance, one of our customers, etrailer.com, has incorporated videos into their site search in the following ways:

• Products have a TV icon  next to them to indicate there is a related video. A list of other related videos, such as installation instructions, are provided on the search results page. etrailer.com chooses to show these videos at the bottom of search results. They could also be shown down the side of the search results.




Click to see a pdf of video in search results.




• etrailer.com’s site search offers a refinement option to show only search results for products that have videos. This is shown at the top of the list of options, on the right-hand side of the page.

Click to see a pdf of video refinement in search results.

“Seamlessly integrating video into search results has been a great benefit to our customers,” said Kevin Bross, chief information officer at etrailer.com. “Being able to offer in-depth information helps these customers gain the confidence they need to purchase the correct products.”

In our recent Trends in Ecommerce survey, 32 percent of participating retailers said they intended to add online video to their sites later this year. If you’re one of these retailers, consider highlighting videos in your site search results. It will boost awareness of the videos, and should help improve conversions.

Take our one-question poll on LinkedIn to share how your company uses video on your website.