Online Shopping: The Impact of Videos on Conversion Rates

Digital Cherry

Digital Cherry 24 Payton St Stratford-upon-Avon, Warwickshire CV37 6UA

info@digitalcherry.co.uk

The world of online commerce grows with each passing year, and

maximising conversion rates is one of the most discussed topics in the

industry. The general consensus among experienced marketers in the

industry is that video marketing is one of the most powerful tools

available for helping with this goal.

Just how does a well-designed video affect a website’s conversion

rates? Several statistics and research findings answer the question.

2. More effective landing pages – Adding a video to the landing pages of

several websites resulted in a significant increase in conversion rates for that

page. Showing a video demonstrating the relevant product or service, and

including important information in it, often serves as the final push that

potential customers need.

1. Improved trust –Visitors are more likely to trust companies that provide a video

showing their company background on their site, and many say that they are more

comfortable buying from a business after watching the said video. For some, a video

appears more authoritative and genuine than pure text descriptions.

4. Higher information retention –Videos are extremely effective at conveying information, and research from Forrester even states that a minute of video is worth 1.8 million words. Customers are far more likely to understand the value of a company through a well-designed video than through text.

3. Better click-through rates – In some tests, introductory emails that contain a video experienced a click-through rate that was almost double that of those without. Considering that this is one of the first points of contact between a potential customer and the business, this is a large benefit.

Sources:

http://www.digitalcherry.co.uk/video/

http://www.techjournal.org/2012/05/a-picture-is-worth-1000-words-an-online-video-is-worth-1-8-million/

http://blogs.forrester.com/james_mcquivey/12-05-23-apples_coming_plan_to_take_over_the_tv_business

5. Lower bounce rates – Studies show that pages with videos encourage visitors to stay longer than those without. Not only is this engagement good for increasing conversion, it also has a measurable effect on a website’s search rankings.

These facts point to one conclusion: video marketing helps convert visitors into customers. As time goes on, it is likely that video will have an even larger role in driving sales.