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?