If you’re an online retailer, I have a challenge for you.
When a consumer navigates to a specific product page, it’s fair to assume that he / she has moved pretty far down the purchase funnel, right? If that’s the case, then the role of the product video is to educate, describe the product, and show multiple features that cannot be displayed in a few product pictures. That’s according to a recently released Forrester report. And I agree.
In my opinion, videos that are straightforward, clearly describe features / benefits, and explain who the product is for will drive the highest conversion rates. However, some manufacturers insist on creating product videos that feel more like 30 second TV commercials with flashy graphics, over acting, and high-energy music. Why is that? Clearly, they must think that this video style converts better. Does it? If there’s data out there, then I’d like to see it? Anyone?
This is an area that screams for more data. In fact, I’d be willing to produce each type of video for free in order to run a side-by-side test. If you sell products on your site and would like to volunteer for the test, then speak up now. After the test, I’ll post the results right here for all to see.
What do you think the test results will show?
December 11th, 2009 at 2:49 pm
[...] good resource for e-commerce related video production is video-commerce.org. – a community of e-commerce [...]
December 15th, 2009 at 8:28 pm
The more product oriented video makes more sense. The big production videos are probably a product of old school ad agencies who misguide their e-commerce client. And big production footage makes no sense if viewed on you tube sized screen.
December 16th, 2009 at 9:33 am
I’d be willing to bet dollars to donuts that a 10-second, single feature-related video would kick the ass out of an infomercial-style video when it comes to conversion rates.
Of course, there are other important variables in play, such as where the video sits on the page, and when it shows up in the sales process and the product type (how complex), etc.
The other problem: corporate inertia. Or lack thereof.
Most e-tailers can’t be bothered to drill down to this level of investigation. What’s more, they’re stuck in brochure-ware mode.
I reckon the ENTIRE WEBSITE should be based on interactive video (you know, if you like that sort of thing).
You?
December 16th, 2009 at 10:08 pm
Robert - I’m loving the vibe! We recently wrote a research paper on what makes an e-commerce video effective. This is only Phase I of the research as we’re working on another followup research project now analyzing video across product categories with a goal of determining how price & complexity of a product impact what content should be featured in the video. here’s the link to the first paper:
http://video-commerce.org/2009/10/creating-e-commerce-videos-that-sell/
Thanks for your comment!!
Justin
February 4th, 2010 at 12:11 pm
This seems like a fun project, I can’t wait to see the results. I’ve been working a little bit more with E-commerce, and video marketing is highly effective, if it’s used properly. I’ll be looking forward to seeing the end results of this project.