When people are shopping for clothing online, video often gives them the boost in confidence they need to go ahead and make a purchase.
Research company eMarketer recently created a report titled “Online Apparel Shopping: How Video Boosts Shopper Confidence and Drives Sales,” that shows how buyers get the convincing they need from video. Buying clothing online is hard, since buyers don’t have the option of trying something on first. Online video gets buyers over that obstacle and gives them confidence that they’ll like their purchase.
eMarketer has statistics to back that up. According to its research, 52 percent of shoppers feel more confident when they watch a product video prior to making a sale. That also makes them less likely to return the product.
Online sales videos lead to shoppers spending more time on the site, as well. According to eMarketer, 45 percent of those surveyed stay on a site longer when there’s easy access to videos.
The report also looked at which types of video shoppers watched. The largest group was customer testimonials: 36 percent of U.S. shoppers watched them while shopping. Email marketing videos and consumer-generated videos also charted high.
For more information from the report, or to get a full copy of the report, visit eMarketer.
Shopping image via Shutterstock.