De Bijenkorf wanted to understand how to make product videos that truly help shoppers decide.

But what kind of videos do customers actually appreciate? We explored:

• When and how do shoppers turn to videos during their purchase journey?
• What makes a video helpful in deciding if a dress is the right choice?
• Which video elements matter most, and why?

The UX design team used the research to develop guidelines for when and how to make fashion videos. This boosted conversion, and allowed the team to decide when to use videos and when a video isn’t needed, realising cost savings.

The insights include finding that showed that… :

• Shoppers turn to videos after viewing photos, especially when still uncertain about a purchase.
• Videos are most useful when they clearly show fabric, fit, and how the clothing item moves.
• Clarity, simplicity, and a strong focus on the product makes the biggest impact.