CONVERSion
Convincing to buy through product videos
To what extend to product videos contribute to the choice process of shoppers and what are the most important aspects of a video?
De Bijenkorf used the 5hellos method to better understand which factors are important when making product videos. This way, they can provide their target audience with the right information. For this project, we spoke to 5 women (25-50 yrs old) who shop online regularly.
Before the session
Prior to the session, we asked the participants to watch the product pages with the videos of the dresses on the website of de Bijenkorf and some other online retailers. Afterwards they were asked to answer the 5 questions.
Deep-Dive
During the online conversation, the 5hellos moderator delves deeper into the core questions: how and when are the videos appreciated? When does a video help in deciding whether a dress is to their liking, and why?Which elements are most important in a video, why?
The result
The conversation revealed that shoppers primarily consult videos after viewing photos and when they are still unsure about making a purchase.
During the discussion, it also became clear that videos should be informative with a focus on the clothing item, for example, to show details better and how the fabric falls.
After the session, 5hellos provided a report with key insights, quotes, and action points within 2 days. The report contains recommendations and actions. Let's get to work!
Do you also want a conversation with 5 people in 30 minutes? Book a demo.