Where to place e-commerce explainer videos and what they should show

Many online shops add product videos to home page banners, where they get few views and are often judged as ineffective. The article argues the real problem is placement and content rather than the video format itself. It recommends putting videos where shoppers hesitate, such as product pages for hard-to-judge items, checkout steps where policy confusion causes abandonment, and paid social ads. A effective video should be short, showing a recognizable situation, the product in use early, one proof point, and a plain next step. The author suggests measuring one target metric, like add-to-cart rate or checkout completion, before judging whether the video works.