Study: Product tours increase sales conversion rates

A recent study by Coremetrics, on behalf of SellPoint Inc., discovered that on-demand video tours of products can greatly increase sales conversion rates.

by Helen Leggatt

Providing consumers with the ability to scrutinize and evaluate a product increases the chances of making a sale.

The same visual opportunities impact online sales, as Coremetrics found out when they analyzed online shopping behavior to measure the effect of SellPoint’s “Active Product Tours”.

Using data collected from a shopper study on CompUSA, a website that features brands including Epson, Canon and Panasonic, Coremetrics found that using SellPoint’s video and audio on-demand product tours produced a 35 percent uplift in the sales conversion rate.

“As marketers look to grow their investments to engage customers with rich media and video, they’re consistently looking for services that deliver attractive ROIs and grow the top line,” said John Squire of Coremetrics.

The study also discovered that online shoppers were engaged for, on average, around 2.5 minutes watching an on-demand video product tour.