Practical eCommerce reports on “Video for eCommerce” in the first of a new three-part series:

Video raises the number of sales for featured products 30 percent on average, according to testing performed by Innovate Media, a California-based online video production company. “We’re seeing client after client with incredible video conversion rates, ranging from 12 percent to 115 percent with the average being 30 percent,” said Innovate Media President John Cecil.

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the question for ecommerce merchants isn’t whether video works to drive conversions, but how to overcome production aspects, which is the biggest barrier for the average online seller.

Until now there have been very few resources for actually producing the videos,” said Cecil, whose firm charges $1,000 to $50,000 for production of online videos. “Most of the merchants delivering videos to agencies for distribution aren’t producing it ‘lights, camera, action’ themselves. They come to video production houses like ours with the product they want to sell online, and we produce a video around it. Then, once we started talking about production and delivery in the same breath, it totally changed our business.”

Filed under: ecommerce, effective online video, online retail, product demo, product video