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Retailers turning to video productions to drive online sales Report finds retailers are using video productions to convert site visits to sales.
Leading online retailers are increasingly looking to video productions to help them boost sales, it has been claimed.
According to a report by eMarketer, entitled Video E-Commerce: Innovative Models Drive Sales, companies believe that videos help to convert site visits into sales, as well as reduce shopping cart abandonment rates and lower product return rates.
It points out that prior research suggests a strong uptake of video among leading online businesses.
For example, a Forrester Research study recently found that the proportion of the top 50 US online retailers offering videos jumped 378 per cent in 2009 over the year before.
"Retailers are making the case that videos boost their sales conversion rate, a measure of the increase in the percentage of shoppers who make a purchase after viewing a product video," said Jeffrey Grau, eMarketer senior analyst and author of the new report.
Earlier this week, a study by US firm BrightRoll found that online video also serves to boost in-store sales.
Posted by Anthony Roberts
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