Online video is quickly becoming the most dominant and influential medium on the web. In the US, 188.2 million people watched 52.4 billion online videos in December of 2013, and shoppers who viewed video were nearly two times more likely to purchase. To capitalize on the growing power of online video, Sigma, a leading researcher, developer, manufacturer and service provider of some of the world’s most impressive lines of lenses, cameras and flashes, enlisted Invodo, the business video experts, to expand its portfolio of online video. Using Invodo’s video technology platform, Sigma added over 50 product videos to its website and increased customer engagement, education and sales.
All camera lenses look relatively similar, yet their functionality and target market segment can vary significantly. Educating consumers and helping them understand the differences was a major challenge for Sigma. A pilot project with Invodo demonstrated that product video was an effective way to communicate those differences. According to ComScore, retail site visitors who view video stay two minutes longer on average and are 64% more likely to purchase than other site visitors. Sigma proved to be no exception, as customers who viewed product videos were nearly twice as likely to click “Find a Dealer” as consumers who did not view video. Based on the results, the camera and lens manufacturer approached Invodo to produce more product videos to meet key business objectives.
The metrics from the video pilot validate the expanded program. In addition to doubling the number of “Find a Dealer” clicks, Invodo analytics demonstrate that three out of five video viewers watch product videos to 80 percent completion. The video content is also very well received by viewers with an average rating of 4.4 stars out of 5 and sitewide average video view rate of 15.1%.
“Invodo has helped us to create dynamic product videos for our extensive line of lenses, cameras and photo equipment,” said Jack Howard, new media specialist, Sigma Corporation. “Consumers can now quickly and easily learn and compare the key features and differences among our products to determine which lens or camera best fits their needs.”
The Invodo video technology platform instituted by Sigma goes beyond simply measuring views to include the most advanced analytics engine available for video. With advanced integrated analytics, Sigma can now easily understand specific purchase triggers by measuring consumer attention span, engagement and video interaction.
“Sigma’s desire to make video a central element of the customer experience made the company an ideal client for Invodo’s full-service approach. And the program results really do speak for themselves,” said Invodo CEO Craig Wax. “By working with great brands like Sigma, we continue developing best practices in content production and technology for visual commerce.”