The Metrics for Video Success
Many online stores have begun to include product videos aimed at boosting sales conversions, reducing shopping cart abandonment, and lowering product return rates. But not all product-related videos are the same, and merchants will need some metrics for measuring which videos are, in fact, helping the bottom line. The video trend makes good sense for ecommerce in general. For example, there is plenty of evidence that potential Internet shoppers are comfortable with online video. Late last year, comScore found that nearly 85 percent of U.S. Internet users had watched online video. But marketers should be careful. Product videos that do nothing more than show still images set to music could be off-putting. What's more, Forrester Researc...