Video display to boost online sales ?

I have been doing a bit of shopping online over the last 6 months and one area that has made a difference to my purchasing decision is the ability to view a video that is directly related to the product I am thinking of purchasing. I am not talking about finding the product and then researching to locate a product video that is related, I am talking about viewing the video on the site in question that sits right next to the add to cart button.

Here’s my example. I surf (as much as I can) and have for 30 years. So I know a bit about board design and functionality and the last thing you want to do is buy a board that just doesn’t work for you.

Normally you can walk into a shop – pick it up under your arm and just “know” it is the right board. This comes from years and years of testing mind you.

So now I want to buy a board online. I can’t feel it and trust my instincts, so what I find on one particular site is the ability to watch a video of the board shaper explain the rails, concave and rocker to me, and what type of surfer this suits in which conditions. It then demonstrates the board working in a variety of conditions by several surfers. That’s it ….. I just needed that little push to convince me.

Now there were no smoke and mirrors here – it was a video from the person that made the board backing his creation and several capable surfers proving it. It was honest upfront and the next best thing from actually feeling it and taking it for a test.

So for your business …. how can this help?

Well if your selling online how can you add credibility to your own products and obviously brand by displaying a video? Is it possible?

Before you dismiss it – take a look at some stats on video from Adage here.

I did read an article about the increase in conversions based on this fact – but can’t locate at the moment – will repost when I get my mits on it.

Tags | online sales, video ads