In fact, shrinking costs and rising benefits of video has spurred many smaller businesses into action, with 73 percent of online retailers using video on product pages this year, an impressive jump from 55 percent in 2010, according to eMarketer.
However, plunking a clunky, homemade video onto your website isn’t necessarily going to improve your ROI, but with a little effort you can clearly measure success with four basic metrics: conversion rate, shopping cart abandonment rate, site traffic, and view-through rate.
Measuring conversion rates.
Ice.com found that consumers who viewed videos on their site converted at a 400 percent increase over those who did not. Ice.com also credits video with decreasing returns by 25 percent, according to an internal study...