Essential reading for retailers and suppliers in the home improvement market

Video content key to Black Friday online sales

Published: 31 October 2018 - Fiona Garcia

E-commerce conversion rates could be boosted by as much as 85% through effective use of video on retailer’s websites, according to new research.

Ahead of the major shopping event in November, a study from automated video automation specialist Viddyoze has revealed that businesses that sell online could see conversion rates soar through effective use of quality video content on their sites.

Video has become a vital conversion tool for e-commerce businesses in the absence of physical products, as an increasing number of stores adopt a “digital-first” retail offering.  

This sentiment is echoed by consumers, with 44% claiming that they would purchase more products from an e-commerce website that features product videos.

Viddyoze co-founder David Chamberlain said: “Ahead of Black Friday – the busiest shopping period of the year – retailers need innovative ways to engage and convert customers in a saturated online marketplace.

“In the digital business landscape, and retail in particular, if a business is not using video effectively, they’re losing money, and we believe that no business should be excluded from offering this service during a period in which conversions and sales are so crucial.”

This year Black Friday takes place on November 23. Some analysts believe a recent slowdown in UK online sales growth is a sign that shoppers are holding out for Black Friday deals. In fact, last year John Lewis recorded its busiest ever single hour of online trading on Black Friday.

However, there has also been speculation that unseasonably heavy discounting by retailers online in recent weeks has taken the pressure off the shopping bonanza that is Black Friday and spread demand.


(Your email address will not be published)
Already Registered?
Sign In
Not Yet Registered?
Printable View E-mail Bookmark

What do you think?

Has there been a greater uptake from retailers sourcing British-made products in the face of Brexit?

Latest reader comments

re: B&Q invites suppliers to pitch at Innovation Open Day

Brian Eacersall
Hi B & Q innovations Team.I have already sent in an e-mail outlining my design using the request to become a supplier route.However I ...

re: excels in Which? website survey

Muhammad idrees
Good service and price also good...

re: Mike Ashley calls Debenhams administration a “national scandal”

m orourke
How can senior management at debenhams stay in post whilst abdicating their responsibilies to a bunch of consultants to save the buisness ...

re: B&Q and Valspar partnership to "transform the paint market in the UK"

Tony Turner
A bit of context: first decorating undertaken in 1968, have continued to decorate at DIY and professional level ever since, Wife has ...

re: Builder wins Toolstation's prize draw pick-up

Brian Easton
Brilliant delivery, much help from Daniel and Shakil...

Most read stories