Content Merchandising Guide to Product Videos

When done right, product videos can go a long way towards increasing conversion, raising consumer confidence, and adding a personal touch to a rather impersonal online shopping experience.

Adding video content allows online shoppers to see your product in action.

“Video is the closest thing possible to achieving an in-store experience and interacting with a product,” Invodo CEO Craig Wax said in a recent interview. “A photograph doesn’t always provide enough information to buy the product, whereas seeing how a product works gives you the confidence to buy online.”

Video by the Numbers

  • 52% of consumers said that watching product videos makes them more confident in their online purchasing decisions. (Internet Retailer, 2012)
  • Visitors who view product videos are 85% more likely to buy than visitors who do not. (Internet Retailer, April 2010)
  • 66% of consumers said product demonstration videos made it easier for them to understand how a product works. (Website Magazine, 2012)

Additional Resources

Custom Video Content: Show Consumers Your Goods in Action
Custom video content can take the form of product overviews, how to’s, reviews, and customer service guides. This overview explains the different types of product videos and when you should use them.

Video and Its Impact on the Shopping Experience
Discusses the impact of video on the retail shopping experience and what’s behind the increasing demand for video content.

Invodo’s Craig Wax: Video Shapes the Future of E-Commerce
In this interview, the CEO and cofounder of Invodo discusses the future of product videos and what it holds for companies that sell products online.

Video Statistics: The Impact of Video
Invodo has collected statistics relevant to e-commerce video from around the Internet.