How to capture more customers and generate more sales using video on the web.
Fifty years of television have taught us one thing, people would rather watch than read. And this fact has led to one of the biggest secrets top retailers are keeping to themselves.
What they have learned is that video deployed properly on the web not only increases customer attraction but directly impacts sales results. Web video has a unique characteristic where it can take on a life of its own, and virally reach millions of potential customers faster and more intimately than traditional advertising methods ever could, without the high costs of media buys. Online sites like Facebook and YouTube have enabled phenomenal distribution, which enable these videos to become widely popular almost overnight.
In addition, videos can also be shared via email and now mobile phones.
Practical use of video has become a staple component for search marketing landing pages, and email campaigns. Since video can engage a customer like TV ads do, they can ensure that the advertisers value proposition is delivered accurately and in its most attractive manner. This ensures the maximum response results. When compared with flat HTML pages, the conversion rates consistently prove the video component dramatically increased results 100% of the time.
When deployed as shopping cart components, videos can demonstrate the product actually working. It can also demonstrate benefits and features and answer some key questions to help towards making a purchasing decision.
Surprisingly, studies have found this method often provides the consumer a better shopping experience as compared to an in store purchase.
As a reference pint, one such study reported by the Online-Publishers Association (OPA) demonstrated the following impressive data:
86% of the people seeing an online video watched it in its entirety.
44% who viewed an online video, took some form of action. i.e. called the company, completed a form, requested additional information, etc.