Digital CPG Blog

Photo Credit: Thomas Hawk.

How did you buy your gifts this year? I planned out all of my gifts in a spreadsheet and bought them online. Seems a lot of other people did the same (but probably sans spreasheet).

“According to comScore’s latest stats, U.S. online spending surpassed $1 billion on CyberMonday (the Monday after Thanksgiving and Black Friday),” reports Tech Crunch, “up 16 percent versus year ago. The day also marked the the heaviest online spending day in history and the first day to surpass a billion dollars in spending.”

Looks like consumers just brought a little more joy to the e-commerce industry.

Yesterday we talked about how women respond to online video, and it seems online retailers are responding as well. Some interesting stats from online retailers who have used video:

• Using video demos of items on product pages increased sales for Zappos by between 6% and 30%.
• On Ice.com, the conversion rate for shoppers viewing video on product pages increased by 400%, while return rates dropped from 12% to 9%.
• Shoeline.com improved the conversion rate by 44% for product pages containing videos.

That’s pretty compelling evidence that video works — and why not? Video makes it easier to replicate the in-store shopping experience and ensure you’re confident about your purchase. 360 views show similar returns. If you’re only showing a two-dimensional view of your product, it may be time to take it to another dimension.