Study: Statistics Show Impact of Videos in Online Shops

Berlin, Germany, March 07, 2016 --(PR.com)-- The Berlin start-up DemoUp works with leading brands and providers to enable the integration of product videos into online shops. The product video platform has recently published their first study about the effectiveness of product videos in online shops. By working with shops in various industries, the company has collected statistics over a period of 10 months, which will be outlined below.

Conversion: customers purchase up to 71.3% more

DemoUp’s analytic tool measures the views, attention span and conversion rates of the videos that they offer to shops. DemoUp have now made these statistics public and the results show that product videos can raise conversion rates by up to 71.3%. This means that shop visitors who watch product videos will convert on average 71.3% more than visitors who don’t watch product videos. According to DemoUp’s figures, the highest increase was seen in shops from the fields of consumer electronics, DIY and tools, childrens’ products, household goods and bikes. Overall, there is a clear pattern that the use of product videos increases with the complexity of the product.

Videos and customer retention: 96% of consumers find audiovisual content helpful

96% of consumers rate product videos as a helpful tool to explain complicated products. Videos are preferred by 60% of online shoppers to long passages of text, whilst a detailed and informative product description is an important criteria for 62.3% of customers in their choice of online shop. Leading shops, such as Amazon and Zappos, have been using product videos as an effective tool for explaining product features for several years now. Additionally, customers stay on product pages for an average of 2 minutes longer when there is a product video. What’s interesting is that, according to DemoUp, the integration of product videos has a clear impact on the number of returns received. Through extensive information in the form of video content, the number of mispurchases falls, meaning 25% fewer returns to online shops.

Video SEO

According to Thomas Müller, co-founder and CEO of DemoUp, the impact that the use of video has on search machine rankings is often underestimated. Content in the form of video is allocated a higher level of relevance by search machines. Videos are shown as a thumbnail, a type of rich snippet, in the results page, which according to DemoUp’s statistics improves both page rankings and click-through rates.

DemoUp offers online shops the opportunity to automatically embed product videos. The software is integrated when a line of code is pasted in the relevant product page, which then scans the page and automatically adds the corresponding product videos.