July 22, 2010, 1:34 PM

Really, just how big is the diamond on that ring?

Ice.com offers videos that show how rings and necklaces will look on consumers.

Lead Photo

Ice.com, No. 195 in the Internet Retailer Top 500 Guide, faces a challenge common to many online retailers of jewelry: Images of diamonds, pearls and other items may not always show their true sizes, resulting in doubtful shoppers abandoning product pages—or paying customers returning items that seemed to lose their online glitter once in hand.

The retailer recently hired a videographer and models to produce videos that show how its diamond rings, necklaces and bracelets look on people. Ice.com then conducted A/B tests of product pages with and without the new videos.

Among shoppers who saw the new videos, the add-to-cart rate rose 25% and the sales conversion rate increased 11%, compared to shoppers on product pages without the new videos, says Pinny Gniwisch, Ice.com’s executive vice president and chief marketing officer.

“But the biggest metric was that the return rate went down by almost half,” he says. “The ability of shoppers to associate jewelry with an actual person provided great results.”

Ice initially planned to produce videos only for products that had the highest return rates, but has since decided to produce them for all products, Gniwisch adds.

 

comments powered by Disqus

Advertisement

Advertisement

Advertisement

From IR Blogs

FPO

Ernie Diaz / E-Commerce

Can Tencent win the mobile commerce battle with Alibaba?

The two Chinese Internet giants are increasingly encroaching on each other’s territories. A Beijing-based marketing ...

FPO

Matt Swan / E-Commerce

Do cash-back sites really drive incremental sales?

Yes, suggest data from Affiliate Window, an affiliate marketing network. And consumers spend more when ...

Advertisement