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Video Statistics: The Numbers
Video is a fantastic way to show off your products and services to potential customers in a visual way. A good video will help a customer understand what your product or service does, what it looks like and how it works in more detail and in less time than text alone.
The guys over at Invodo have complied a range of stats and statistics showing how video helps existing online retailers and businesses improve customer engagement, conversions and interaction with their business.
We have cherry picked a few of the more interesting ones for you below.
E-Commerce & Video
- Internet Retailer reports that shoppers who viewed video on Stacks and Stacks product pages were 144% more likely to add to cart than other shoppers. (Internet Retailer, March 2011).
- Online retailer Living Direct found that videos boosted conversion as well as increasing time on site by 9%. (Internet Retailer, October 2010).
- Visitors who view product videos are 85% more likely to buy than visitors who do not. (Internet Retailer, April 2010)
- Retail site visitors who view video stay two minutes longer on average and are 64% more likely to purchase than other site visitors. (Comscore, August 2010)
- Shoeline.com saw a 44% increase in online sales conversions by using videos to showcase their products. “With such positive results on our existing videos, the goal right now is to add video to as many of our products as possible,” says Frank Malsbenden, VP and GM of Vision Retailing Inc., the parent company of Shoeline.com. (Internet Retailer, January 2009)
- Zappos reports a 6% to 30% increase in sales for products with video. (ReelSEO, December 2009)
- Retail sites with video increase conversion by 30% and boost average ticket by 13%. (L2 Specialty Retail Report, September 2010)
- 20% of all males surveyed cited online video as a significant influence in recent purchases of jewelry and watches. (Ad-ology Media Influence on Consumer Choice survey, September 2008)
SEO & Video
- Video results appear in about 70% of the top 100 listings, the type of content most often displayed in universal or blended search results. (Marketingweek, 2011)
- Discovery Channel increased video streams 123% by properly implementing video sitemaps. (Discovery Digital Media, 2010)
- With proper optimization, video increases the chance of a front-page Google result by 53x. (Forrester, January 2010)
- Search engine optimization (SEO) and online video were the two top priorities for online retailers in 2009. Online shoppers who viewed video had a larger shopping ticket than those who viewed traditional rich media such as flash animations. (Internet Retailer, January 2009)
Customer Service & Video
- Dell credits video with reducing service call volumes by 5%. (The Australian, December 2010)
- Virgin Mobile expects video to reduce call volumes by 14% in 2011. (The Australian, December 2010)
- Ice.com found that viewers who chose to view video converted at a 400% increase over those who did not. Ice.com also credits video with decreasing returns by 25%. (Internet Retailer, December 2009)
Email Marketing & Video
- Video in email marketing has been shown to increase click-through rates by over 96%. In response, the number of marketers planning to use video in email campaigns has increased 5x since the beginning of 2009. (Implix 2010 Email Marketing Trends Survey)
- A recent study by Forrester showed that video increased email click-through rates 2x-3x.(Forrester, 2010)
- In tests, marketing automation provider Eloqua found that video in an introductory email campaign led to a 75% reduction in subscriber opt-outs. (Eloqua, 2010)
- In one campaign including video in an email campaign drove a 51% increase in subscriber-to-lead conversion. (Blue Sky Factory Webinar, 2010)
Building Trust With Video
- Forbes Insight found that 59% of senior executives prefer to watch video instead of reading text, if both are available on the same page. 80% of executives are watching more online video today than they were a year ago. (Forbes Insight, December 2010)
- Over 90% of shoppers surveyed found video useful in making purchase decisions, according to a study of Swimwear Boutique customers. (Internet Retailer, October 2010)
- According to Cisco, video will increase from 30% of Internet traffic to 90% of Internet traffic by 2013. (Cisco, 2010)
- A minute of video is worth 1.8 million words according to Dr. James McQuivey of Forrester Research. (Forrester, January 2009)
- 33% of online retailers plan to add video to their sites in 2010, making it a higher priority than any other advanced feature. (eMarketer, March 2010)
