Vier Praxis-Tipps: Wie sich Video-Klickraten steigern lassen

Zahlreiche Praxisbeispiele belegen: (Produkt-)Videos steigern Konversionsraten in Online-Shops spürbar. Und noch positivere Effekte lassen sich prinzipiell dann erzielen, wenn Händler ihre Videos auf Produktseiten gut sichtbar platzieren:

"A big "play" button near an embedded video player on the first screen of a product page will spur 25 percent to 45 percent of shoppers to watch a product video. But smaller merchandising cues such as a link to a video on another page will tempt at most 2 percent."

Wie Shopbetreiber noch mehr aus ihren Videos herausholen können, zeigt nun eine Untersuchung, für die Dienstleister Invodo 7.000 Abrufe von Produktseiten in 53 US-Shops analysiert hat. Die wichtigsten Ergebnisse liefert Get Elastic:

1. Videos above the fold cause a greater View Through Rate
   Though usability pundits profess that you don’t need to worry about the fold, (the fold refers to the bottom of a user’s computer screen, whatever portion is visible without scrolling down), video players above the fold achieved an average 25.7% VTR versus 15.1% VTR for players below the fold. That’s a 70% increase!
2. View Through Rate depends on number of page elements
   This test had mixed results – while videos on pages with only 1-5 and 6-10 clickable elements outperformed pages 11-15 and 15-20 competing calls to action, the surprise was that pages with over 21 clickable items had the highest view throughs, an average of 26.4%. Why might this be? It could be that the more cluttered a page is, the more the prominent elements (like a shiny video player) stand out.
3. Video with a text call to action get better View Through Rate
   Though most folks understand you can click a Play button to get a video started, showing a text call-to-action (think “click to play” or similar) achieved a 23.9% VTR versus 21.4% without.
4. Increasing the size of the video player increases View Through Rate
   Pages with full-sized video players outperformed those with smaller players 22.5% to 19.0%. Not surprising, since larger product images and add to cart buttons also have a reputation for converting better.

Weitere Tipps und Tricks für erfolgreiche Video-Shopping-Anwendungen gibt es in Kürze auch im ersten "Exciting Commerce Video Shopping Guide".

Passend dazu:

• Checkliste: 7 goldene Regeln für erfolgreiche Produktvideos
• Cliplister im Praxis-Check: Ein Projektmitarbeiter berichtet
• Kennzahlen: Wie der Baur-Versand mit Videos mehr verkauft