Online Video Helps Retailers Secure Holiday Success

• Tweet

New research by video commerce firm Invodo shows that shoppers who watch an online video are twice as likely to add the product to their shopping cart.

Video might be an important driver for customer engagement but the medium has become a powerful tool for conversion as well. Video e-commerce firm Invodo recently reported that retailers such as Crocs, Golfsmith and Office Depot saw video views multiply by up to nine times at the start of the holiday shopping period. It also observed that shoppers who watch product videos are more than twice as likely to add that item to their shopping cart.

These findings are in line with new statistics from Liveclicker addressing the effectiveness of video marketing during the holiday season. The company found that the average retailer saw year-on-year video views increase by 61% in November 2011. It also found that sub-30 second videos generated the highest conversion rates, with 4.54% of viewers purchasing instantly after watching. This was closely followed by videos between 30 seconds and two minutes in length, which saw 3.58 % of all customers convert to buyers. Videos running for longer than two minutes resulted in a conversion rate of 2.91%. Each video generated an average of $US3.74 a play.

Article by Neha Kale

Neha is a writer and editor for The Media Pad, publisher of Power Retail. She has a background in business, arts and film journalism and an interest in new media and digital strategy. She is looking forward to exploring how retailers are impacted by the online space for Power Retail. Neha is a magazine junkie whose other addictions include coffee, travel and live music. She likes to run but has a long-time allergy to team sports.