In the ramp-up to the 2013 holiday season, merchants would be wise to maximize their video offerings. After all, with the web becoming an increasingly visual medium, videos are increasingly proving themselves to be a valuable selling tool. Nearly 60% of consumers say they’re more confident about online purchases thanks to product videos, and 44% say they purchase more on sites that provide videos, according to research from the E-Tailing Group and MarketLive technology partner Invodo. Brand engagement also receives a boost from videos, the E-Tailing Group found: more than half of consumers are willing to stay longer and report being more engaged with sites that offer video.
But with video production representing a significant investment, now is not the time for merchants to fritter away time or resources on videos that don’t contribute to the bottom line. During a recent MarketLive webinar, Invodo outlined what kind of video content best aids conversion — and the winning component is practicality.
While home page videos that evoke the brand’s lifestyle can be appealing, consumers’ top priorities are for video content that addresses more concrete concerns. The E-Tailing Group study found that shoppers are most willing to spend time with videos that educate them about a particular product category, while videos that demonstrate how to use an individual product came in a close second; pure branding videos were less likely to hold their attention. As a corollary, when it comes to location, 55% of shoppers prefer to consult videos as part of the deep consideration process that takes place on the product page; by contrast, viewership of home page videos has fallen by nearly 18% since 2011 — suggesting that the more generic type of content likely to be featured there is less sought-after.