Video Streaming Services And The Psychology Of eCommerce

Posted by MPP Global on Wednesday, 20 January 2010

It has been proven that, on eCommerce sites using only static text and graphics, less than 10% of the content can be recalled by the reader. Using audio streaming media (i.e. a voiceover) improves this to 20%, but video streaming, which combines audio with moving visual images, has the highest uptake of all – over 50%. This is because, where more than one of the senses is utilised at a time, the end result is greater than the sum of the parts.

It is a mistake to have no textual information at all on your site; people like a quick read before they “open the box.” The best way to achieve success is to have an uncluttered home page with a few clear images, and a short textual introduction which links to a video download that will explain the product in more detail. Buffering should be minimal, or the impact will be lost.

Many people restrict their streaming video services and media presentations to audio only, especially if they are selling a service rather than a product. However, human beings respond to facial expressions and body language far more than they do audible content. In any video download, it’s estimated that up to 90% of the meaning is conveyed non-verbally.

Reading from the screen is not the same as reading from the printed page – people skim over the content, picking out key points. Video streaming is an effective way to overcome this.

We at MPP Global have a full range of streaming video services, suitable for every type of eCommerce business, large or small.

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