Study: Video boosts e-commerce performance

Vinings, Ga. - Video’s ability to engage shoppers, and increase conversion rate and revenue, makes it a valuable e-commerce tool. According to a study of 26 retail clients during second quarter 2014 from video commerce solutions provider Liveclicker, the average order value (AOV) for customers that watch video on a product page is at least 50% higher than a site’s overall AOV for 57% of retailers.



There was no negative effect for the other 43%. For those respondents that had video on most (50%-75%) of their product pages, the AOV was near $300, while those that had few videos on product pages (0-25%) realized an AOV of just $177.32.



In addition, 88% of survey respondents reported at least a slight increase in conversion rate when video was added to product pages. Thirty-five percent of survey respondents reported extreme increases in conversion rates on products with video over the site average. Conversion was an average of 91% higher for products with video in this group.



Liveclicker’s analysis also shows that smartphones and tablets accounted for more than 25% of total video plays, demonstrating that mobile device usage is on the rise. As mobile devices get easier to shop with, they will make up a greater part of the e-commerce market, so it is important for retailers to be able to play video on these devices.