The world of online commerce grows with each passing year, and maximising conversion rates is one of the most discussed topics in the industry. The general consensus among experienced marketers in the industry is that video marketing is one of the most powerful tools available for helping with this goal.

1. Online Shopping: The
Impact of Videos on
Conversion Rates
Digital Cherry
Digital Cherry 24 Payton St
Stratford-upon-Avon,
Warwickshire CV37 6UA
info@digitalcherry.co.uk

2. The world of online commerce grows with each passing year, and
maximising conversion rates is one of the most discussed topics in the
industry. The general consensus among experienced marketers in the
industry is that video marketing is one of the most powerful tools
available for helping with this goal.
Just how does a well-designed video affect a website’s conversion
rates? Several statistics and research findings answer the question.
1. Improved trust –Visitors are more likely to trust companies that provide a video
showing their company background on their site, and many say that they are more
comfortable buying from a business after watching the said video. For some, a video
appears more authoritative and genuine than pure text descriptions.
2. More effective landing pages – Adding a video to the landing pages of
several websites resulted in a significant increase in conversion rates for that
page. Showing a video demonstrating the relevant product or service, and
including important information in it, often serves as the final push that
potential customers need.

3. 3. Better click-through rates – In some tests, introductory emails that
contain a video experienced a click-through rate that was almost double
that of those without. Considering that this is one of the first points of
contact between a potential customer and the business, this is a large
benefit.
4. Higher information retention –Videos are extremely effective at
conveying information, and research from Forrester even states that a
minute of video is worth 1.8 million words. Customers are far more likely
to understand the value of a company through a well-designed video than
through text.

4. 5. Lower bounce rates – Studies show that pages with videos encourage
visitors to stay longer than those without. Not only is this engagement good
for increasing conversion, it also has a measurable effect on a website’s
search rankings.
These facts point to one conclusion: video marketing helps convert visitors
into customers. As time goes on, it is likely that video will have an even larger
role in driving sales.
Sources:
http://www.digitalcherry.co.uk/video/
http://www.techjournal.org/2012/05/a-picture-is-worth-1000-words-an-online-video-
is-worth-1-8-million/
http://blogs.forrester.com/james_mcquivey/12-05-23-
apples_coming_plan_to_take_over_the_tv_business