Wyzowl Video Marketing Blog

Use video to increase conversions by 30% for Christmas

If, like us, you live in the UK – or somewhere similarly cold and grey – you might have noticed the telltale signs. The dark, foreboding skies encroaching on our afternoons. The plummeting temperatures. The thunderous downpours. No, it’s not the apocalypse – though you’d be forgiven for making that mistake – it’s just the arrival of another gloomy winter.

Of course, it’s not all bad news, as, while the leaves turn brown and the mornings get darker, you can comfort yourself by counting the days until everyone’s favourite holiday, which is, of course, Christmas!

Is your website ready for the festive period? Are your visitors being successfully converted into customers, or are they slipping through the net? Traffic is great, but traffic that doesn’t convert simply doesn’t pay the bills.

At the time of writing, you’ve got 9 weeks until Santa gets stuck in the chimney. It may sound like a long time, but it’s sure to slip by in the blink of an eye.

Luckily – if you act fast – one simple change to your website could help make it a very merry Christmas indeed. The addition of video has been PROVEN to dramatically increase conversion rates, and has a range of other fantastic benefits. How does it help convert your visitors?

Video massively aids understanding
It probably doesn’t surprise you to hear that people generally find it easier to understand and process visual stuff a lot better than mountains of words. It’s not even close. The experts reckon that visual content processes into our brains 60,000 times faster than text while other studies have found that 90% of the information that enters the brain is visual.

And as for the old adage that ‘a picture is worth a thousand words?’ Well, Forrester Research have suggested that 1 minute of video is worth a staggering 1.8 million words! Good luck getting your visitors to read that much…

The better your customers understand your product, the more likely they are to buy it and – importantly – the happier they’re likely to be with their purchase.

Video gets users to spend more time on your site
This one is pretty much self-explanatory! It kind of goes without saying that you want your visitors to stay on your site for as long as possible. The longer they stay, the more likely they are to fully understand your value proposition, absorb your brand, and develop a sense of relationship with your company.

Confronting your newly arrived visitors with a massive wall of text is unlikely to make them want to stick around, whereas, if you present them with a short 1-2 minute video – an elevator pitch, or a run-through of your product – they’re more likely to give it a shot.

You might be interested to know that visitors have been shown to spend twice as long on websites with video content. (http://www.marketingsherpa.com/article/how-to/videos-attract-300-more-traffic)

Give your users more nuanced product info
Video is great because it allows you to succinctly get across the benefits of a product, in an engaging and dynamic way.

Sure you can tell your visitors about your products using accessible copy and product images. But video just wraps all that information up into a neat little package – which has been proven to have powerful impact on retail performance. For example:

  • Shoppers who viewed video on Stacks and Stacks product pages were found to be 144% more likely to add to cart than other shoppers. (Internet Retailer, March 2011)
  • Retail site visitors who view video are 64% more likely to purchase than other site visitors. (Comscore, August 2010)
  • Visitors who view product videos are 85% more likely to buy than visitors who do not. (Internet Retailer, April 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 reported a 6% to 30% increase in sales for products with video. (ReelSEO, December 2009)

What we can see is a common trend across multiple sectors. Product videos WORK! And if you want more stats, check out our video based infographics – here, and here.

The bottom line
So, that’s a hell of a lot of numbers to digest. But we’ll leave you with this one, because it’s a biggy: retail sites with video increase conversion by 30%. (L2 Specialty Retail Report, September 2010)

It’s not too late…you can get a video in time for Christmas!
So, if that all sounds great, but you’re worrying about how long it might all take – fear not! Here at Wyzowl, we work with fixed turnarounds, keeping things really simple and straightforward for you. Our whole process tends to take around 4-6 weeks from your initial contact to video delivery, but can actually be even quicker if you’re nice and prompt with your feedback! Get in touch with us to get started.

Adam Hayes

Hello! I'm Adam, Content Manager here at Wyzowl. I'm passionate about writing and storytelling - which is just as well, really, as I'm lucky enough to do both for a living! "You can make anything by writing." - C.S. Lewis

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