Why it's worth investing in high quality video content

We know that video in advertising is a win. But in another A/B test that we ran, we were keen to understand for ourselves the difference between text and images vs video content on a product detail page.

We created two versions of the page:

🅰️ Header sales text, then image of product, then short video (that the user needed to click to play), then product buy box

🅱️ Autoplay video, single line of sales text, product buy box

Having the video front and centre saw an uplift in conversion rate from 1.74% to 2.23%, as well as a 51% increase in average order value!

Bear in mind that there was already a video on page version A, just further down and more subtle.

A warning that if you don't have video content AT ALL on your page, you could be losing out on a HUGE amount of sales! 😱