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ASK DN: Do visitors actually watch product videos?

over 5 years ago from , Product Designer at AppDirect

Do visitors sit and watch a video explaining a product? Or do they not bother? Does anyone have any UX data for this?

I'm really wondering what people think of product videos these days. Personally, I think videos are difficult to produce in-house, and that relying on a well design scrolling page probably tells a better story than a video. Does anyone have any data on this one way or the other?

5 comments

  • Tobias AndersenTobias Andersen, over 5 years ago

    Guess it depends on what type of product you have – but people generally watch it. So having a good video could really increase your conversion alot:

    "Professionally produced video optimized for eCommerce outperforms user-generated video (UGC video) by 30%, delivering a 24.7% lift as compared with an 18.7% lift for the UGC video."

    /Comscore 2012

    There's actually quite alot written about this stuff:

    Consumers who watch product videos spend more on the product

    57% of consumers rely on product videos

    You'll find this and more at invodo.

    2 points
  • Ashley KolodziejAshley Kolodziej, over 5 years ago

    Speaking only for myself - I generally don't. In the rare case I do, I tend to watch the video without sound. I just want to see what the product does as quickly as possible, and scan through the information at my own pace. In a video, I can't do that, so I will avoid it at all costs.

    If I do have to watch the video - that is, if it's the only content on your page - I'll try and skip around to cut the crap and just get to whatever the product actually does, which is what I want out of the site in the first place. Sometimes that works, and sometimes it doesn't. Many times, videos don't have any sort of visual cues in them, so I'm stuck listening to understand what's going on. That takes more time out of my day then I want to spend looking at the product - I have other things I need to do - so right around the point where it's clear I have to sit through the entire thing with sound and devote all my attention to it for a few minutes, I give up and don't come back. There are a number of reasons this might happen - I don't feel like grabbing my headphones, I'm at work, etc. The end result is the same.

    If there are some visual cues to help me understand what the video is covering, I'm more forgiving and likely to watch the video in full. This Buzzfeed video on misheard lyrics is possibly the best I've seen in terms of ensuring I get exactly the information I need from the video without having to listen to sound... it showed up on my Facebook feed and I had no intention of watching it, but I could read the misheard lyrics and between that and the song name, hear exactly what they were talking about in my head. So I stuck around and watched the whole thing. https://thescene.com/watch/buzzfeed/the-18-weirdest-misheard-lyrics-of-all-time

    0 points
  • Stefanie Viens, over 5 years ago

    I can only give my personal opinion for this, but I think product videos are a deal-sealer, especially in these cases:

    • Selling software/apps (unless maybe you compensate by having tons of photos of the interface)
    • Selling a digital product that doesn't have a trial/demo
    • Selling a physical product that is uncommon/has unique features

    Personally, videos that show HOW the product worked (vs why they came up with it) have made the difference between me signing up for a service and me walking away.

    0 points
  • Mason LawlorMason Lawlor, over 5 years ago

    You're going to have all sorts of people landing on your website, and everyone enjoys different forms of media. Personally, I have eagle vision for those little sideways triangles. Video can explain so much so fast. Videos should instantly convey exactly why you would use the product and what you would use it for. I think when you check out the analytics of conversion rates w/ video, you'll almost always notice an increase with a well done video. Personally I've experienced an 11% optin rate to 16% by adding video.

    I think video will work better for some audiences, but I think with every audience it's better to have one than not.

    0 points