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How Do Shoppers Use Online Videos? Invodo Crunches the Numbers

Is it worth the time and expense to create online videos for your website? Thanks to the latest report from Invodo [1], we’ve got the answers.

Invodo specializes in ecommerce video tools, and it’s been creating quarterly reports examining how online shoppers view and think about online video. The 2014 Q2 report is out and the results are worth noting.

InvodoScreenHow many people look at a brand’s video? Invodo found that in the second quarter of 2014, 11.4 percent of people who visited a commerce web page with video viewed some portion of that video. Sites that display large and well-merchandised video calls-to-action can get much higher viewing rates.

While you’d prefer that all viewers watch every second of your brand’s videos, people tend to skip around quickly. Still, Invodo found that brand videos enjoyed a high completion rate last quarter: 67 percent of viewers watched to 80 percent completion when clicking on a brand video. That high rate shows that viewers find the content valuable.

To learn what shoppers think of those videos, look at the ratings they leave. Using a five-star scale, Invodo found that 59 percent of shoppers rated videos 5 stars, while 19 percent said 4 stars. That means 78 percent of online shoppers who watched a product video found it helpful.

Invodo compiled its results from videos hosted on its platform between April 1 and June 30, 2014. Its pool included hundreds of retail and brand customers.

For more results, download the full Q2 2014 report [2] for free (registration required).