Archive for November, 2007

Video Product Tours Result in 35% Increase in Online Sales Conversion

November 26, 2007

A SellPoint, Inc. study conducted by Coremetrics found a significant increase in product purchases after online shoppers viewed audio/video tours of products.

The study analyzed online shopping behaviors to measure the impact SellPoint’s Active Product Tours (APT) on the purchase patterns of online shoppers. Among the findings:

  • There was a 35% increase in the sales conversion rate among shoppers who viewed the tours vs. those who did not.
  • Shoppers viewing the product tours spent more than 2.5 minutes, on average, engaged in viewing detailed product information about each product viewed.

The Active Product Tours are detailed product presentations featuring audio, video and downloadable sales collateral related to a particular product. Shoppers choose to view them by selecting a “Take a Product Tour” button on the product page.

SellPoint also released the following information:

  • Last year, online shoppers spent more time viewing APT on Thanksgiving Day than on CyberMonday (208,509 minutes vs. 181,726 minutes).
  • Based on SellPoint projections, Thanksgiving Day view time will total more than 380,000 minutes vs. nearly 182,000 minutes of view time on CyberMonday.

About the study: The Coremetrics online shopper study was conducted on the CompUSA website, which features SellPoint APT for products from companies such as Canon, Panasonic and Epson. The study was conducted over 30 days and examined more than a million shopping sessions.

YouTube Purportedly Changes User-Clicking Habits

November 1, 2007

Here’s a common question on every online publisher’s mind: What are users most likely to click on when visiting a page? Is it an image? a headline? an ad?
Poynter’s latest Eyetrack study suggests users typically click on headlines while ignoring pictures almost entirely.

But a new clickmap tool, introduced by Carsten Andreasen, a media researcher at the Danish Broadcasting Corporation, finds YouTube may have changed this stubborn habit.

If clever adbuilders add YouTube-style “play” arrows to a screengrab instead of a simple image, user habits flip almost instantly.

While headlines normally beat images in terms of click attractiveness by 5 to 10 times, users click on images with the arrow overlay 2 to 3 times more than the headline, according to a post from Ernst Poulsen.