Why product videos make people buy stuff
From: iMedia Connection – iMedia Editors | Friday, 04 May 2012 11:02
Companies like Bed Bath & Beyond, Sephora, Lands’ End, and Dell are using video to show their products in action. But do product videos actually increase the likeliness of purchase?
Video has a big new role on today’s commerce stage. “Video helps consumers see products in action before they purchase,” says Diane Bunton, Dell’s global ecommerce marketing director. “Most customers think about technology purchases for a while, so they’ll come to the site more than once before they make a purchase decision. And we look at adding video that will support that whole decision making experience.”
Here’s more about what makes a good product video, and how video is impacting the overall purchase cycle.
What makes a good product video?
When is video helpful in the path to purchase? What do you measure to know if your videos are making an impact? Dell’s Diane Bunton speaks with Shelly Palmer.
When should you use video vs. text or a feature list?
Is video always the right tool for the job? Diane recommends, “Don’t make a video unless you have a reason to. You have to have something to show.”
“People like to see how products open and close. They get a feel for the size and weight of a product when they see someone actually using it. You can’t get that from a white paper or a still shot.”
-Diane Bunton
Read the full story here http://www.imediaconnection.com/content/31681.asp
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