A study based on multivariate testing conducted by Treepodia seems to show that not only shoppers who view a product video buy at a higher rate, but surprisingly also those who choose not to watch the video. This article suggests that online video serves as a trust factor. Users might associate it with believe and investment in a product.
The results on the best way to display video are also interesting: adding a simple link to video from any given page, led to a 5%-15% video view rate, while a video player embedded on the same page delivered 10%-35%.
Neil McBean from RivalSchools who we’re working with on our video project pointed me to the study and to Zappos successful use of video demos online.
Currently one of my favorite online videos is Google’s piece on Gmail Priority Inbox. They truly have found a way to turn even a basic feature like this into an enjoyable thing to learn about. Watch it