ComScore: Online video improve CTR and onsite engagement
Posted by Anders Bach Waagstein at 12:12
Website Magazine writes that consumers are highly influenced by online video on retail sites. The visitors stay in average 2 minutes more and are 64% more likely to purchase a product or a service.
Their numbers are based on a presentation from ComScore which you’ll find here.
Another thing I find very interesting is the SEO effects and the associated effects when the user continues to your page. According to the presentation images and videos are particular good for boosting CTR from search results. I was surprised to see that images are performing so good in relation to CTR from result pages.
But as the next slide shows images ARE amazing – but only sometimes! When it comes to Fashion and Personalities images performs exceptionally well but when it comes to the products/commerce category they average a CTR on 8% which is below the average of 12% for text based results.
Furthermore users’ post-click interactions are also significantly worse when you compare the two categories as we see above.
A couple of slides later we see the post-click engagement for video which shows very impressive performance.
When all is summed up the users you’ll drive to your pages are so much more engage in your content when it is accommodated with video content. This is very much in line with the results we have seen when people are asked if they like to see products accommodated with videos e.g. 90% of Swimwear Boutique’s users said that video helped them to make a purchase decision.
Thanks to Eli Goodman from ComScore and Eli Feldblum from RankAbove for all the great numbers! I would love to see the performance on CTR and engagement broken down on more categories both for videos and images 
[...] and the increased onsite conversion there are also the improved CTR. As eTRADEVIDEO wrote in a previous post, ComScore points at much better CTR from a search result page on video compared to text. Actually [...]