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%.
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