Monday, November 7, 2011

Online video boosts conversions

I blogged earlier this year about custom reports in Google Analytics and one of the key pieces of information that came out of my experimentation with these reports was the performance of video on our website for boosting our conversion rate.

The table below shows the top 9 pages on our site by goal conversion and the number of page views each of those pages received, with the far right column showing the ratio of conversions to page views.


As you can see our leather page, the highlight of which is our leather videos, ranks by far the highest. Visitors to this page are 7 times more likely to convert than normal visitors who visit our designer page.



The data isn't perfect, users who are looking to convert are more likely to explore our website in detail but the leather page converts 2.4 times as well as our FAQs page or 4.5 times better than the deep parts of our old gallery (page 4), so clearly it works really well.

This makes sense. One of the challenges we have on our site is that we're trying to sell $300 pairs of shoes off a pretty average 2D drawing. We're working on a 3D version of our shoe designer which will help alleviate this, but another way we can get the quality message across is through video on our website.

We recently put together a video showing how our shoes are made and we've added video content to our wedding shoes and bridesmaid shoes pages.

What other areas of our site do you think we should add video content?

Posted to StartupSmart.

5 comments:

  1. Hi Michael,

    Mate I'm not sure whether this is a good idea or not but if video is proving to assist with conversions then why not redesign the site so that every visitor starts (with the option to cancel of course) on a video page which sets the tone from the very beginning by explaining all of the core details about your product/pitch. You could even create individualised landing page videos for wedding shoes etc. Cheers, Saf

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  2. Hi Michael,

    Mate I'm not sure whether this is a good idea or not but if video is proving to assist with conversions then why not redesign the site so that every visitor starts (with the option to cancel of course) on a video page which sets the tone from the very beginning by explaining all of the core details about your product/pitch. You could even create individualised landing page videos for wedding shoes etc. Cheers, Saf

    ReplyDelete
  3. Hi Saf,

    It's an interesting thought though personally I'm not a fan of sites that auto-play videos, I feel like it's intrusive to me as a user, particularly if I'm doing something where I don't want random sound to start playing.

    Different videos for different landing pages, eg. wedding shoes, is something we're keen to do though.

    Cheers.

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  4. A subtle variation to avoid the intrusiveness of an auto-play video would be to clearly mark on your homepage in an obvious location "New to Shoes of Prey - click here to here our story" or similar. I guess the point I'm trying to make is that micro videos (how the shoes are made etc) are awesome but there isn't a video that addresses the macro whole that those micro portions support. I think it may be worthwhile to get to the consumer at the very start, before they have shown any real interest in your product, to guide them through an introduction to the entire SOP experience. I envisage it would briefly cover the founders, the vision, the product, the rave reviews from media and past customers, how you treat your staff etc. Doing all of this in a 1 minute video would be hard but with some slick production could really get a skeptic to dig deeper. Cheers, Saf.

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  5. Hi Saf, that's a good idea. We do have an intro to Shoes of Prey video on our home page at the moment, though it's below the fold and not that many people click on it as a percentage of home page visits. We're about to do some website redesign work so this might be something good to add to our design agenda to discuss.

    Thanks Saf.

    ReplyDelete