Product videos on Readers.com product pages: +10% add-to-carts
Commentary byLiftArchiveOur analysis, not theirsAdding product videos to Readers.com product pages raised add-to-carts by 10%.
One Click, which owns Readers.com, ran this test on its reading glasses pages, and it was published as a VWO case study.
The videos showed the glasses from several angles, on different face shapes, and with in-house experts explaining features.
- Add-to-carts: +10% on pages with product videos.
- One Click also reported that conversion rates on pages with videos were well above pages without them, but gave no figure.
- After the test, One Click added videos to every product on Readers.com.
- No sample size, test length or confidence level was shared.
The change
The variant adds product videos showing the glasses on faces and explained by experts.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Reading glasses product pages used still product images only.
Variant
The product pages added videos. These showed the glasses from different angles and on different face shapes, and included in-house experts walking through the features and benefits.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Buying glasses online is hard because you can't try them on. Seeing them on different face shapes is the next best thing.
- Video shows size, shape and fit from many angles, which still photos can miss.
- Short expert explainers answer questions a shopper would ask in a store, which builds confidence.
Caveats: No sample size, duration or significance was shared, and the results come from the company and the testing vendor.
Who ran it
One Click ran this test for Readers.com (One Click) and published the results (VWO case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on One Click →
How to run this test on your store
- Hypothesis
- If we add short videos showing the product from several angles and in use on real people, then more visitors will add it to cart because they can judge fit and look without seeing it in person.
- Primary metric
- Add-to-cart rate on product pages
- Guardrails
- Page load time on mobile
- Return rate
- Purchase conversion rate
- Who should test it
- Stores selling products where look, fit or size matter, such as eyewear, apparel or accessories. It matters less for commodity products people already understand, and the cost of producing videos may not pay off on low-traffic catalogs.
Questions
Do product videos increase conversions?
They often help when shoppers need to see fit, size or how something moves.
In this test, videos lifted add-to-carts by 10%.
What should a product video show?
Show the product from several angles and in use on real people, and answer the common questions a shopper would ask. Keep it short.
Will videos slow down my product page?
They can. Load video only when it is played, or use a lightweight thumbnail, and watch mobile load time as a guardrail.
Similar tests
@oliverkenyon@oliverkenyon@oliverkenyon@oliverkenyon@oliverkenyon@oliverkenyon