Want to sell more expensive items online?

Retailers looking to maximize online revenues should utilize one specific digital promotional solution to create a sense of pleasure.

According to new research from the University of Miami School of Business Administration, online shoppers are 79% more likely to choose a product focused more on pleasure than function, even if the more pleasurable option is more expensive, when video is used.

For instance, a person shopping online for a hotel room showcased with video instead of photos and text is more likely to choose a more expensive room with a marble bathroom and sunken bathtub than a cheaper one with a functional benefit such as free parking.

Study results were the same whether the product was an "experiential" product like a hotel room, or a tangible good like a coffee maker or shampoo.

"It is clear from our study that online retailers, particularly those selling a product that beats the competition less on function and more on attributes about pleasure and enjoyment, can substantially increase their sales and profits by systematically incorporating more dynamic presentation formats like video to convey their product and service offerings," said Claudia Townsend, assistant professor of marketing at the University of Miami School of Business Administration. "Whatever kind of business you are in, there is no question that investing in richer media for your website is an investment that will pay off."

Retailers have increasingly been using video for promotion and even direct sales. This study confirms that video offers a unique opportunity to create an immersive and entertaining experience which can lead to more frequent and profitable purchases.