Appeared in Marketing Vox
11/26/07
A SellPoint, Inc. study conducted by Coremetrics found a significant increase in product purchases after online shoppers viewed audio/video tours of products, writes MarketingCharts.
The study analyzed online shopping behaviors to measure the impact SellPoint’s Active Product Tours (APT) on the purchase patterns of online shoppers. Among the findings:
There was a 35 percent increase in the sales conversion rate among shoppers who viewed the tours vs. those who did not.
Shoppers viewing the product tours spent more than 2.5 minutes, on average, engaged in viewing detailed product information about each product viewed.
The Active Product Tours are detailed product presentations featuring audio, video and downloadable sales collateral related to a particular product. Shoppers choose to view them by selecting a “Take a Product Tour” button on the product page.
SellPoint also released the following information:
Last year, online shoppers spent more time viewing APT on Thanksgiving Day than on CyberMonday (208,509 minutes vs. 181,726 minutes).
Based on SellPoint projections, Thanksgiving Day view time will total more than 380,000 minutes vs. nearly 182,000 minutes of view time on Cyber Monday.
About the study: The Coremetrics online shopper study was conducted on the CompU.S.A website, which features SellPoint APT for products from companies such as Canon, Panasonic and Epson. The study was conducted over 30 days and examined more than a million shopping sessions.
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