what integrated product videos look like on a product page

Videos entertain. That’s why we watch funny cats and stand-up comedies. Videos teach. That’s why we turn to tutorials and TED. But most importantly: videos inform. And that’s why we watch product videos before buying online. Check out our eight most important reasons why every ecommerce store needs to use videos.

1. Shoppers are more willing to buy

The truth lies in the data: website visitors who watch product videos purchase up to 85% more often than those who don’t. This can be shown over a wide range of product categories and verticals.

2. Product videos increase average shopping cart sizes

Thanks to videos, customers are not only more willing to buy, they also have larger shopping carts. Other media such as pictures or flash animations are not even half as successful.

3. Lack of video drives customers towards showrooming

50% of customers look at products in a shop before buying them online. Why?  Because they get inadequate visual impressions of products on the website. Nobody wants to buy a pig in a poke. So when video is missing, 45.9% of online shoppers look at products in a shop first.

statistic graph showing why consumers showroom

4. Product videos keep customers on your website.

Online shoppers who watch product videos remain on average 2 minutes longer in an online shop. Shops with product videos are moving from just being a point of transaction to becoming research locations for shoppers. Good quality content that informs your visitors will make them come back for further purchases.

5. Product videos are the best option for explaining functions

71% of consumers believe product videos to be the best option for explaining product features. Videos activate our imagination. It’s not surprising then that 65% of consumers can better imagine using a product with product video. Just check yourself:

Could you imagine how all the functions work in practice before watching the video?

6. Videos reduce returns

57% of consumers say that product videos reduce ambiguity. Shoppers who watch a video have a better idea of what they are buying. This results in fewer unpleasant surprises when they receive the product. Eventually this leads to a decrease in costly returns.

7. Videos considerably increase conversion rate

product videos on Zappos product pages

Videos on our product pages have not only increased purchases, but have also lowered product returns.
Laurie Williams, Sr. Manager Photo & Video Zappos

8. Product videos are more effective than 360 degree images

Videos in Ecommerce

1 Internet Retailer, 2010.
2 Internet Retailer, 2009.
3  Comscore, 2014; eMarketer, 2012.
4 Comscore, 2010.
5 Multichannel Merchant, 2013.
6 MediaPost, 2013; Ice.com, 2009.
7 Comscore, 2012.
8,9,10 RetailTouchpoints, 2013; Internet Retailer, 2010; Comscore, 2010; Zappos.com, 2014; Bizchair.com 2013; Simply Group 2014.

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