March 15, 2011
BizChair Sales Come from Video Viewers
BizChair.com is an Internet 500 retailer of office furniture with almost $60 million in 2010 sales and clients ranging from Microsoft, Google and the Pentagon to small businesses. The Bizchair team was seeking a way to make it easier for shoppers to evaluate their products. Shoppers like to see how an item like a chair works before purchasing – a big challenge for an online-only retailer. Options such as 360 degree views, multiple images, and zoom are useful, but fall short of providing an in-person shopping experience. In short, Bizchair.com needed to find the next level in virtual merchandising.
The Invodo Solution
The Bizchair.com team decided to test Invodo’s video solution as a possible answer. Invodo’s production team worked on-site to create 150 videos designed to bring shoppers as close as possible to the experience of evaluating a chair in person. The videos demonstrated key features and benefits in a personable, human manner.
The videos were deployed on Bizchair.com on both product and category pages, using the Invodo InPlayer™ with Smart Merchandising™ to increase video view rate.
Invodo’s Conversion Tracking quantified the impact. By segmenting visitors to product pages with video into Video Viewers and Non-Viewers, the analytics clearly demonstrated the power of video to influence behavior:
- Video Viewers purchased at almost 3x the rate of Non-Viewers
- Average Order Value for Video Viewers was 17.5% higher than for Non-Viewers
- For product pages with video, 33% of sales came from the 13% of site visitors who viewed videos
The InPlayer’s Video Ratings and Comments feature captured qualitative insight into visitor behavior. Visitors rated the videos 4.2 out of 5 stars, proving that site visitors find the video content valuable. The comments helped the Bizchair.com team understand why. The videos “demonstrate the ergo adjustments”, as one visitor noted, while another pointed out that seeing “the functions of the chair, like the back recline and rolled seat for blood flow” helped in the buying decision. These comments make it clear that video is a key element in helping a shopper become, as one said, “now ready to purchase some chairs.”
The Bottom Line
Video viewers buy, and they buy more than non-viewers. They buy when video demonstrates and describes key benefits. The results prove the benefits of Invodo’s conversion-optimized video and platform in a way that any data-driven retailer will understand.
According to Bizchair.com founder and CEO Sean Belnick, “Invodo’s ability to measure the video’s impact provides the proof of ROI that we need.”