It’s common knowledge amongst website developers that video should be an integral part of the design but it’s not always apparent to business managers why? Sure, it looks good and we have heard reasons based around website use but the biggest question is ‘does video convert browsing customers to buyers?’ A new survey by a film production company called Hub TV reveals that showcasing products with video really does make a difference to the bottom line.
Whilst there has been a surge in the use and need for video for business websites, the real question worth asking is ‘does this increase sales?’
Hub TV is a film company based in London that can name-drop clients like Doritos, RBS and Land Rover, amongst others. The Director of Hub TV, David Hunstone decided to conduct a nationwide survey and found 1,000 men and women from around the UK willing to participate in a questionnaire to get to the route of whether videos lead directly to purchasing decisions online. When asked whether they were convinced to make a purchase after watching a video of a product or a service on a website, about a third, 33% , replied ‘yes’.
That’s a powerful message for online retailers and anyone developing a website for any business.
Proven Formula of Film
Of course, there are many good reasons already identified to have video on your website. For one it can keep visitors engaged for longer on a page and stem or prevent bounce rate, a signal that Google takes into consideration for SERPS. Demoing a product or service can answer questions instantly – better than descriptions and static images. Video can mean an explainer film that effortlessly shows a complex service proposition, it can mean an animation or professional actors to associate your brand with a memorable story. In short, video on your website can increase the perceived value of your brand and offers significantly.
“Quality of your video is definitely important, don’t just produce homemade videos as it reflects badly. Obviously, TV adverts have proven their worth over the years so we know the moving image is a great way to cement your brand, deliver your message and convert to sales. With online there is a chance to really exploit film and combine it into a broader marketing mix. The ability to share video is a crucial element to a sales strategy. Videos are very useful tools to convey your core brand values or show off what you create or sell,” said David Huntstone, Managing Director of Hub TV.
Video is run on autoplay in Facebook and Twitter. We also know that people are more likely to open email campaigns with video on. Video is powerful click-bait. There are 100 million online video viewers a day so we are used to being sold through video. There are strong indicators that video provides leverage directly to making sales.
With the online retail market worth £114 billion in 2015 it’s possible to understand that online video might potentially be responsible for closing around £38 billion of those sales. If you haven’t already – it’s time to develop a strong video strategy or you may be missing out on significant growth.