Engagement in motion
According to Nielsen in its August 2010 global consumer report, How People Watch, approximately 70% of all online users watch video regularly. Site-wide video implementation is an increasingly important tool in the online and website commerce arsenal. Website introductions and Product demos and entertaining user-generated videos elevate an online experience to new levels of engagements and conversion.
Videos also extend product and brand reach through social networking channels and search engines. Product videos should be highlighted in search results. Jupiter Research states in its Video and Image Optimization report that a page with video is 50 times more likely to appear in the first Google search engine results page.
The best videos are succinct yet informative. While many visitors enjoy video, Visible Measures reports in Benchmarking Viewer Abandonment in Online Video that 20% of viewers drop off after 10 seconds of video and 44% drop off after 60 seconds of video. Therefore, the ideal video length for most website introductions or product demonstrations is less than 30 seconds. Think of this time frame like a traditional 30-second advertising spot: Focus on the the area or product’s most compelling benefits by showcasing its best features.