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Retailer uses videos to improve conversion rates
19/02/2010
A website selling shoes added videos to its product and category pages and saw a dramatic improvement in conversion rates.
An online retailer has claimed that integrating video across its website helped drastically improve conversion rates, it has been reported.
Speaking at the Internet Retailer Web Design & Usability 2010 Conference, Jimmy Healey, the company's product marketing manager, said that shoppers who watched a video converted at a rate 45 per cent higher than the average visitor.
The customer base was carefully analysed so that they could work out exactly what videos, which they create in-house, to put up.
According to Internet Retailer, Healey said: "We want to give shoppers insight into the fit and feel of the product, show its intended use and give it a touchy feely experience.
"We use video to talk to them so that we convey to them that we know who our customer is and what her hang-ups may be."
Interestingly, the retailer also claims that conversion rates were higher on product pages featuring videos even when they were not viewed.
Jewellery retailer Ice.com recently told Internet Retailer that A/B testing had shown that adding detailed videos helped improve its conversion rates by up to 400 per cent for certain products.
Speaking at the Internet Retailer Web Design & Usability 2010 Conference, Jimmy Healey, the company's product marketing manager, said that shoppers who watched a video converted at a rate 45 per cent higher than the average visitor.
The customer base was carefully analysed so that they could work out exactly what videos, which they create in-house, to put up.
According to Internet Retailer, Healey said: "We want to give shoppers insight into the fit and feel of the product, show its intended use and give it a touchy feely experience.
"We use video to talk to them so that we convey to them that we know who our customer is and what her hang-ups may be."
Interestingly, the retailer also claims that conversion rates were higher on product pages featuring videos even when they were not viewed.
Jewellery retailer Ice.com recently told Internet Retailer that A/B testing had shown that adding detailed videos helped improve its conversion rates by up to 400 per cent for certain products.