(Does this dog video create a positive emotional response to the Workbox brand?)
Sophisticated online marketers, particularly retailers that have the resources and analytics (and a responsibility for the bottom line), know that videos help sell products.
Now, marketing academics not only validate the value of videos on product pages, but they tell us why it works and how to use it best.
According to a recent paper in the American Marketing Association’s Journal of Marketing, here’s the low down:
- If your sales are motivated by emotion more than utility, embedded video can increase sales by 79%.
- Even if your products are “utilitarian,” video improves sales by adding an emotional layer to your product pages.
- Video creates a “halo effect,” so related or similar products also experience a sales lift when you embed videos on product pages.
From the paper:
“The results indicate that online retailers can substantially increase their sales and profits by systematically incorporating more dynamic presentation formats to convey their product/service offers.”
So, why does video help?
Video is an emotional medium. It hits us in the heart. Also, we all know that most purchases, even the most utilitarian, are affected by emotions one way or another. As a matter of fact, some folks would say ALL purchase decisions are essentially emotional. Video engages site visitors’ emotions with your products and services, thereby making it more likely that visitors will purchase.
Video -> emotion -> purchase
I hope you find this post useful. FYI, I get the Journal of Marketing as part of my membership with the American Marketing Association. If you’re a professional marketer, you might consider joining the AMA.