Research: Video Increases Average Order Value, Conversions and Revenue for Ecommerce
Liveclicker, Inc., a global innovator in delivering rich customer experiences across the web and email, today revealed findings of a study it conducted of the video programs of some of the largest e-commerce operators in the U.S.
In its “Liveclicker Video Commerce Report: Using Video to Make a Positive Impact on E-Commerce,” Liveclicker surveyed its VideoCommerce client base, which includes more Internet Retailer Top 500 brands than any other video solutions provider, to uncover how web merchants are using video and the types of results they are achieving. Liveclicker then analyzed 44 top online video programs across 14 retail verticals that are managed with the Liveclicker VideoCommerce solution. The data set included in excess of 12.5 million quarterly video plays and over 100 million video player impressions. With such a broad data set to cull, researchers were able to identify trends and success patterns almost any online retailer can use to increase the performance and ROI of video in online and mobile environments.
As detailed further in the Video Commerce Report, survey results overwhelmingly demonstrate that video increases average order value (AOV) and conversion rates. The AOV for customers that watch video on a product page is at least 50 percent higher than a site’s overall AOV for more than half of the retailers surveyed. Further, retailers with video on most of their product pages have a 68 percent higher AOV than retailers that have the video on just a few of their product pages. Also, the majority of respondents (88 percent) reported an increase in conversion rates when a video was added to product pages, with 35 percent reporting extreme increases over the site average. Retailers with video on most of their product pages have a 79 percent higher conversion rate than those with video on just a few of their product pages.
Liveclicker analysis also determined that keeping videos active, increasing the number of videos watched and optimizing video for mobile will help to drive the success of brands’ video programs.
For example, the more active a retailer’s video library, as determined by the number of videos played during the last 30 days, the higher the revenue it will generate. For each one percent increase in active videos for those surveyed, average monthly revenue increased by more than $13,000.
Also, if a customer watches more videos, their AOV is higher. The analysis determined that customers that watched 10, or more videos spent an average of $348.52 compared to $159.19 for those that watched just one video — 119 percent more.
Finally, Liveclicker found that mobile is growing in importance with regard to video plays. Mobile devices made up about 19 percent of e-commerce video plays in 2013, and analysis showed that smartphones and tablets accounted for more than 25 percent of total video plays during the 2014 research period. The analysis also determined that in some industries, like personal care and jewelry, mobile video plays were even higher, with the majority of video plays in personal care happening via a mobile device.
“As mobile devices become easier to shop with, they will make up a greater part of the e-commerce market, so it is important that consumers can engage with video on these devices,” said Ben Kopetti, director, video commerce strategy at Liveclicker. “Overall, our findings prove that video is a powerful way to engage shoppers and increase revenue. It’s no longer a ‘nice to have’ — it should be a key instrument in every brand marketer’s orchestra.”
To download Liveclicker’s complete report, visit http://bit.ly/1xuOPmo. Liveclicker will be hosting a webinar discussing findings from the report on Wednesday, January 21, 2015, from 1:30-2:30 p.m. EST. To register, visit: http://bit.ly/173jiMU.
Liveclicker delivers rich customer experiences for leading brands across email and the web. Its RealTime Email solution brings static emails to life with content updated dynamically at the moment of open. Liveclicker’s video commerce solutions help today’s top brands – from production through conversion – generate the most ROI from video. Founded in 2008, the company helps clients such as Costco, Bed Bath and Beyond, Petco, eBags, Canadian Tire, Best Buy, 1-800-Flowers, Under Armour, OnlineShoes.com, and many others drive higher consumer engagement and conversion. For more information, please visit http://www.liveclicker.com.