Product tours in online videos boost conversions at CompUSA
Shoppers who engaged online tours of consumer electronics products on CompUSA.com converted to buyers 35% more often than shoppers who didn’t take the tours, according to a study by web analytics firm Coremetrics Inc.
The study focused on the use by CompUSA.com’s shoppers of SellPoint Inc.’s Active Product Tours, which CompUSA uses to provide audio and video presentations that explain the features and functionality of consumer electronics products from brands including Canon, Epson and Panasonic. The online product tours also provide collateral materials that shoppers can download.
The study, which examined more than 1 million shopping sessions over 30 days, also found that shoppers who used the product tours each spent more than 2.5 minutes checking information on each product they viewed.
"Measuring, understanding and impacting customer engagement is key for market leaders like CompUSA,” says John Squire, senior vice president, product strategy and general manager, search services, at Coremetrics. “As marketers look to grow their investments to engage customers with rich media and video, they’re consistently looking for services that deliver attractive ROIs and grow the top line.”
CompUSA.com is No. 42 in the Internet Retailer Top 500 Guide.
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