Achieving a successful narrative through video requires a skillful, nuanced approach.
People buy your product, utilize your services, or to donate to your cause when they experience emotion. In this way, videos can help to boost conversion rates overall, or when they are used to showcase specific products or services. A private study exploring customer behaviors on the electrical goods website, ao.com, found that those who watched a product video were 100 percent more likely to convert, spending an average of 9.1 percent more than those who didn’t. In an additional study, customers who watched videos (of all kinds—not just product-related) on wistia.com were found on average to be 63 percent more likely to convert.