Duffy Agency compiled key findings from studies on the use of video for online retail: 1. Studies found shoppers who viewed product videos were significantly more likely to purchase compared to those who did not view videos. 2. Retailers with videos on most product pages saw higher conversion rates and order values than those with fewer videos. 3. Consumers reported that product videos helped them feel more confident and less likely to return purchases. 4. Videos can help improve search engine optimization and increase organic traffic.

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Soundbites from studies on
video use for online retail
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There is so much data on the results produced
by video content that it can be overwhelming.
Duffy Agency has combed over hundreds of
articles to assemble a few fun facts and
figures.
This is not intended as a meta-analysis,
but rather, a filtering of results that may
save you a little time on Google.
Take these remarks with a grain of salt. All are
anecdotal, they span over a decade, and are
often published by companies who are less
than objective.
Read full article in Duffy Agency’s Insight
section here: http://bit.ly/1zoMEgc
Introduction
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Quotes from studies

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• “Shoppers who viewed video were 174% more likely to purchase than viewers who did not.
Retail Touchpoints 2012
• “Online shoppers who viewed video were 160% more likely to buy than shoppers who did not view video.”
Invodo, 2015
• Retail site visitors who view video stay two minutes longer on average and are 64% more likely to purchase
than other site visitors.
Comscore, 2010
• “Visitors who view product videos are 85% more likely to buy than visitors who do not.”
Internet Retailer, 2010
• “Video gives us the opportunity to wow our customers and this in turn delivers results. We have tested and
proven that when someone watches our video reviews they’re 120.5% more likely to buy, spend 157.2% longer
on the site and spend 9.1% more per order. So my focus this quarter is increase customers watching video.
Simple. - Matt Lawson, Head of Conversion at ao.com”
Smartinsights 2013
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Video viewers buy more

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Digital Marketing for
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• “Retailers that have video on a majority of their product pages also reported
higher conversion rates — close to 9%— than those with video on fewer than
half of their product pages. Conversion rates were 79% higher than those of
retailers with video on 0-25% of their product pages and 31% higher than those
with video on 25-50 %of product pages.”
Marketing Land, 2015
• “Retailers who had video on most of their product pages had a 68% higher
average order value than retailers with only a few videos.”
Liveclicker, 2015
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Video volume matters

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• “57% of consumers say that product videos make them more confident in a
purchase and less likely to return an item”
MediaPost, 2014
• “71% of consumers say that video is the best way to bring product features
to life.”
Multichannel Merchant, 2013
• “90% of online shoppers at a major retailer’s website who said they find video
helpful in making shopping and buying decisions.”
Comscore, 2010
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Videos improve
e-shopper experience

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Digital Marketing for
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• “Adding videos to a website can increase visibility on Google, leading to higher
page rankings and, subsequently, more visitors to a site.”
Liveclicker, 2015
• “Pages with video are 53% more likely to rank on the first page of Google
search results.”
Forrester, 2009
• “Search results with video have a 41% higher click-through rate than plain text.”
aimClear, 2011
• “62% of Google universal searches include video.”
Marketing Land, 2013
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Videos help with SEO

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Digital Marketing for
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• “Since Zappos started producing product information videos in 2008, we have seen an
increase in conversion, decrease in returns, increased organic traffic through SEO, and
an enhanced social presence. Laurie Williams, Senior Manager of Website Operations
at Zappos”
SmartInsight, 2013
• “Video view rates were 75% higher on product detail pages than across websites
as a whole”
Invodo, 2015
• “Shoppers who watched 10 or more videos spend 119% more than shoppers who
watched just one video”
LiveClicker, 2014
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Other benefits of videos

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Examples of retail
brands utilizing videos

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Amazon: Product video
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Toys“R”Us: Product video
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AO: Product video

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Zappos: Product video

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Digital Marketing for
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Urban Decay: Product video
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About Duffy Agency

16. ©2015
Digital Marketing for
International Brands
This document was gathered by the folks at
Duffy Agency, a value-based, digital marketing
agency specializing in helping international brands.
Founded in 2001, Duffy Agency is a part of TAAN
Worldwide. We have offices in Malmö, Sweden,
and Boston, USA, with 60 affiliated TAAN offices
in major markets across six continents. Like
conventional digital agencies, we create websites,
apps, and online creative campaigns. But before
we do that work, we provide strategic brand
development, digital strategy, and planning.
We also follow through with web presence
management and/or training to ensure that our
work produces a business result. Why? Because for
many of our clients we are paid for the results we
produce, not the time we spend. This value-based
approach aligns our financial interests and provides
an exhilarating and effective working relationship.
Duffy Agency has worked with hundreds of
international brands in over 45 different countries
to help them achieve their marketing goals through
a combination of sound brand strategy and online
marketing skills. Our approach removes silos and
gets all online activities (e.g. websites, social,
content, email, advertising) pulling in the same
direction. This helps our brands grow and engage
their online audience faster and more cost-
effectively.
There’s plenty more we could tell you, so if this
sounds like it may be useful for your brand, get
in touch.
About Duffy Agency
16
Contact details:
EU: Grant Adams
+46 40 123 451
US: Bob McInnis
+1 631 477 2505

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