Video Can Be Very Effective
Product video tends to have more of an impact as products become more complex and, therefore, require more investigation to figure out certain traits of it. Video also tends to be more effective when the price of a product is very high. A merchant can explain their unique selling proposition, such as free shipping, alternative payment methods that might be accepted, and secure checkouts, to help promote the sale.
1 Comment
Russ Somers says:
Good insights! I'd love to know more about the assertion that video has more impact for higher-ticket items. In November of 2008, Jennifer Meacham from Practical eCommerce reported on the high impact Archie McPhee found on novelty items - hardly big-ticket sales. Other studies I've seen have focused on mid-priced categories such as footwear. I'd love to see any work that compares impact over a range of price points.
My $0.02 is that video has the greatest impact for categories that require a bit of consideration (i.e. not total commodities) and where features and benefits can demonstrated more clearly and quickly than by the written word. High-ticket items generally fit that description, but so do a host of mid- and even low-priced items such as toys. That's based on anecdotal information from customers as well as common-sense analysis, so any more detailed studies would be of great interest to me (and benefit to the industry).
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