We've talked about using calls to action in videos to encourage conversion on your e-commerce website. Here we'll take a look at a few stats that illustrate the astounding results and impacts on conversion from video initiatives in the field.
- eBags saw their conversion rate on product pages rise to 15.84% for customers watching videos, compared to 6.63% without video (that's a increase of 138.9%). eBags is also seeing indirect impacts of video in A/B testing; even when customers choose not to watch a video, their conversion rate still exceeds that of costumers viewing pages without any video at all by 3.36%.
- Zappos has boasted anywhere between 6-30% conversion rates when product descriptions are accompanied by videos.
- Shoppers who view video at Onlineshoes.com convert at a 45% higher rate than other shoppers, and the site has seen a 359% year-over-year increase in video views.
- Ice.com found that viewers who chose to view video converted at a four times more often than those who did not. Ice.com also credits video with decreasing product returns by 25%.
- EyeBuyDirect has found in A/B tests that videos can produce conversion rates four times higher than other product pages. They've seen a 30% increase in product page conversion rates since the launch of their video product pages.
The numbers say it all: video on a product page has measurable impacts on conversion rates. Video is the closest simulation of trying on a piece of clothing or picking up and testing a product in the store. Video can show scale (diamond rings) or movement (fabrics) in ways that still images can't. For all these reasons, video has the potential to be a retailer's most convincing tool to drive conversion.
Check out Brightcove's e-commerce technology partners. Or take a look at Brightcove and Adjust Your Set's work with Marks and Spencer and Thomas Pink for more ideas how retailers are creating unique online video experiences.
Sara Marie Watson is Brightcove's Online Video Platform Evangelist. She tweets @smwat.