Friday, March 24, 2017

Has a website video ever persuaded you to buy something?

E-commerce is booming.  In fact, eMarketer expects sales will top $27 trillion in 2020. (2016)

Studies show that "explainer" videos increase purchasing by a whopping 180%.  If you keep the length to one minute, 77% will stay engaged.  Increase it to more than two and only 47% will watch them completely. (Yonata, 2017)

Is this consistent with your experience?  Do you watch explainer videos?  All the way through?  Even if they are long?  And do you then buy something?  Is your behavior any different on mobile?

(2016, August 22) Worldwide Retail Ecommerce Sales Will Reach $1.915 Trillion This Year.  Retrieved March 24, 2017, from

Yonata, J. (2017, March 23) Whey E-Commerce Visitors Are 180% More Likely to Buy After Watching an Explainer Video.  Retrieved march 24, 2017, from


  1. When in certain subject interest me try to find videos, because I think this is the easy way to understand the big picture after that if this subject keep my atention I try to find detail information about.
    I don’t like the video too long unless that video will be really awesome.
    In my experience, a good video can dissuade me, moreover I never buy something in my mobile unless I was researched before.

    Jhonny Andres

  2. My purchase decisions are definitely influenced by “Explainer Videos”. Personally, beauty product reviews are the most influential explainer videos for my buying decisions. Since beginning last year, I bought all my beauty products because of an explainer video I’ve seen rather than a friends’ recommendation.
    The length of the video varies broadly; my personal benchmark for video length is 8 – 9 minutes, dependent on how well the video has been designed (beautiful content, valuable information).
    Generally, I watch most Explainer Videos on my computer rather than my phone due to its screen size

  3. I think that in most people “explainer videos” help a lot the brand to purchaise the final product, since they make people know, understand and commit to the brand.
    In my specific case, I see the “explainer videos”, I like them but I do not buy the product or service that is being promoted. To buy a new product that I never buy it before I have to try it, touch it or taste it. In general I see more videos in the cellphone, because they are in social media and it easier to see them here.


  4. I have not known about explainer video. Although my company has some videos to introduce about some chemical products on the company website, they are quite boring because they are just the combined power point slides without any voice for 4 minutes. I think that an explainer video is much smarter way to convey the idea more effectively and quickly.

    Regarding e-commerce, I use Amazon to buy e-book or something. Advantages of amazon are their large selections of goods and user reviews of other customer. I’m now also using some internet service such as Netflix, Apple Music and Audible. They are the service which supply their contents on monthly payment. Their tactics are similar each other, and I sometimes feel like falling into their trap. They offer a few month free trial, and once I started to use their service I started to think I want to continue to use their service for a while. Actually, I’m not sure if their service are the best choices for me, but they are so convenient that I feel tiresome to change to other choices.

    Wataru Watanabe