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Video Marketing Builds Credibility and Turns Browsers into Buyers
Professionally created, strategic video content created by WebMetro helped AngelBeds.com, an Internet Retailer Top 500 company, lift its conversion rate 47%.
The Challenge
AngelBeds.com charged WebMetro to increase conversions by providing a better user experience on its website, selling high-end home furnishings.
The Solution
Based on the criteria presented by AngelBeds, WebMetro determined video as the best way to communicate the product’s value proposition. Video, instead of flat text or images, would more effectively overcome lack of brand recognition, demonstrate product quality and value, and remove the perceived risk of buying a luxury/high-consideration product online. Video content was needed for two main pages of the site, the home page and the product comparison page.
The first video, integrated in the home page, primarily deals with the first objective regarding brand recognition. It introduces the company to viewers for establishing credibility but also provides compelling client testimonial to reinforce the product’s value and differentiation. The emotion, enthusiasm, and satisfaction portrayed in a video testimonial elicited a much more powerful response from a lead or potential buyer, evident in a decreased fallout rate.
The second video was used in the latter stages of the buy cycle to narrow the consideration set down to a purchase decision. It walks viewers through a side-by-side comparison of the most popular products and the competitor’s equivalent. It details features and benefits, provides a price comparison, and closes with the 90-day in-home trial.
The videos were implemented on the home page and product comparison pages in mid-August of 2007. Conversion rates immediately jumped 11% in one month and increased 47% year-over-year in Q4 of 2007.
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