Why (not) use video in e-commerce?
A peculiar phenomenon it was. We conducted an A/B test with two fashion brands to determine whether video could add value to the product page. The initial results were hard to believe. How could there be such an extreme difference in performance? In hindsight, this turned out to be one of those aha moments that benefits your entire career. So, what happened?
Brand X was a denim brand.
We tested a product detail page featuring women's jeans. 50% of visitors saw only the product photos, while the other 50% saw both photos and a product video. The result? A modest 2% increase in conversion from the product page to the shopping cart.
Brand Y, a luxury women's fashion brand, underwent an identical test. The result? +98% conversion from the product page to the shopping cart.
We uncovered the reason for this vast difference. Why was a very similar product video of little added value for brand X but a motivation for brand Y to immediately implement video?
Because it was beneficial for the customer. It added information the customer needs. Yep, that simple.
A product video of a model moving in jeans adds minimal value to the needs the customer has on the product detail page. And what are those needs? Information, information, and more information. Plus a pinch of seduction and (where video often excels) persuasion to eliminate that last bit of doubt.
But the video did not provide much information beyond what the photos already offered. A pair of jeans is a static clothing item. There's no movement in it. And the model's movement doesn't reveal anything different from what it is – a thick cotton fabric. Exactly how a pair of jeans should be.
But why did brand Y achieve such remarkable results? They were already celebrating, thinking they'd double their revenue. But it wasn't that straightforward.
The item where the video provided so much more information to the visitor was a washed silk skirt, not too glossy. The video conveyed details that photos couldn't: the drape of the fabric and its movement. In the photos, the skirt appeared cotton-like and rigid due to the matte finish and thicker appearance. Visitors without the video interpreted it as a somewhat stiff skirt. However, the video brought the item to life.
And there you have it. Video brings something to life. But a pair of jeans doesn't really need that (in e-commerce).
We had to disappoint brand Y. Doubling revenue with just the implementation of video on product detail pages wasn't going to happen. However, a selection was made for products where the photos didn't sufficiently inform about the drape of the fabric or for other specific reasons. They have increased their conversion substantially.
Moral of the story: always consider WHY you're using a visual tool—photography, video, or AI. And always take your customer's INFORMATION NEEDS as a starting point.
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