The Electric Blanket That Shocked Ecommerce …
By Michael Langdon, Video Producer and Author, Serious Levity
There’s no denying that video increases conversion rates. Studies have shown that it can increase conversion by up to 80% on a splash page. Whilst we have seen some huge successes of our own, the average conversion increase our videos provide is a healthy fourfold conversion for online retailers.
Although this incredible figure warrants a blog in itself, today I’d like to write about one of THE most engaging videos that has ever lived on the world wide web. It’s a video review we produced for an electric blanket and it sits on the product page of Appliances Online. Yup, you read correctly: An electric blanket.
If you were to consider all videos that exist online and rank them in order of how engaging they are, this video would rank in the top 2% or 3% of videos ever made!
This video has an 84% average engagement record. That means that pretty much every person in the world who watches this video watches the whole thing. To put that into perspective, Vidyard (a leading video agency in America) has reported that only the top 5% of online videos record an average engagement level of 77% or more. This video smashes that figure.
And the reason why this is important to online retailers, is because no matter how small, trivial or mundane a product may be, there are people out there wanting to buy it! People being the operative word in that sentence. Even in the online world, people buy from people and there’s no better way to build trust than through a video.
This video isn’t the most engaging because of the bells and whistles of the product, hell, I don’t even think the blanket has a single tassel that we could write home about. This video is engaging because there’s a human being making a connection with other – very cold I may add – human beings who are having sleepless nights because of the weather. Human beings who cannot get their feet warm at night, human beings who hate the thought of being cold just before they go to bed and who want a solution to it! The video connects with them; it taps into their emotion.
And that’s why it’s important for ecommerce sites. Because buying is all about emotion. You can A/B test and optimise all you want, but if you’re not tapping into your customer’s emotion and building trust with your customers then you’re not really harnessing the true powers available to you. Powers that mean increased revenue and powers that come so easily through video.
About Michael Langdon
Michael Langdon is an award-winning video producer and author of “Welcome to the Age of Emotion: How to attract and connect with customers using video”. He is the owner of Serious Levity, a Sydney-based Video Strategy Agency. His videos have generated millions of dollars for Australian ecommerce sites, amassing over 20 million views in the process as well as being featured in The Huffington Post and Mashable.
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