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Video Viewers Spend More on Product

16 Apr, 2014 By: Doug McPherson

AUSTIN, Texas – If you’re not putting videos of your product online, you’re missing out. That’s the message of new research that says online shoppers who watch product videos are nearly twice as likely to buy than consumers who don’t view video.

And about 65 percent of video viewers watch videos through to 80 percent of completion, according to new research from video marketing firm Invodo.

Apparently consumers are responding well to videos on E-commerce sites, where most videos overall generate a 4.3 rating on a 5-star scale, a promising figure that suggests consumers do value the content in them. On average, 12 percent of visitors to an E-commerce Web page view a video when one is available. Many of those visitors often spend more money.

Invodo says as an example, L’Oreal’s Kerastase hair care line runs videos about the products and then links from the videos to a shopping page. The average value of an order for consumers who viewed the hair care videos was 18-percent higher than for those who did not, Invodo found.

Invodo recommends using videos across a brand’s site from search results, to category pages, to landing pages, so that the video can meet the consumers wherever they are. Video can also be syndicated to partner sites, mobile apps, in stores, on reseller sites and in E-mail.

E-mails with the word video in the subject line generate 18.5-percent higher open rates, Invodo adds.

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