Brillen-Händler EyeBuyDirect steigert seine Konversionsraten im Online-Shop sowohl über günstige Slideshows als auch mit eigenen Videoproduktionen:
"EyeBuyDirect displays videos on product pages for all of its 800 products. Since launching the video program, the retailer has experienced an overall 30% increase in conversion rates.
EyeBuyDirect hasn’t seen a difference in conversion rates between the automated and full-production video formats."
Völlig andere Erfahrungen mit Slideshows hat dagegen nach eigenen Angaben Online-Juwelier Ice.com nun machen müssen:
"Ice.com was using a mix of static images and some video to showcase its inventory of more than 3,000 rings, bracelets, pendants, necklaces and watches. But in numerous customer reviews, shoppers complained that most product images were small and didn’t show enough detail."
Vor diesem Hintergrund hat sich der US-Händler inzwischen wieder von seiner Slideshow-Strategie verabschiedet:
"Ice.com has begun to introduce product description videos for each piece of merchandise. So far the company has swapped out images for short videos on about 800 items and expects to update its entire online inventory within six months."
Die neuen selbst produzierten Clips erinnern jetzt deutlich an die spartanischen Verkaufsvideos aus dem Shoeline-Shop:
"The videos are 15-second film snippets that show a human model wearing the jewelry, close-up and rotating views of the merchandise, and a voiceover narrated by a professional actress that describes key product details such as the clarity and cut on various diamonds."
Und diese Investitionen in eigenen Video-Content machen sich bereits bezahlt:
"In preliminary A/B tests, the conversion rate on products purchased after viewing a video jumped 400%. More detailed merchandising pages also have helped Ice.com to reduce its monthly product return rate from 12% to under 9%."
Warum aber steigern Slideshows in einem Online-Shop die Verkäufe, während andere Händler genau das Gegenteil berichten? Funktionieren etwa animierte Produktfotos nur bei Angeboten in einem bestimmten (Low-Price-)Segment?
Passend dazu:
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