Video production could offer sales boost to startups

November 1st, 2011

It is notoriously difficult to generate sales for a startup business in the early months. Consumers might be interested in your product, but there is no reputation or detail for them to go on.

Video production is one way to tackle this and several smaller firms have seen their margins improve after putting up relevant videos on their websites.

A recent article from Startup Smart looked at the analytics of key pages from a business selling shoes.

Writing for the news source, Michael Fox explained how his business Shoes of Prey faces a particular challenge due to its product. The firm sells high-end customised shoes, the design of which the client is able to influence.

However, the site is dominated by “pretty average” 2D drawings, making it difficult to show the product off to its best. Introducing online videos has helped to tackle this problem while work is being undertaken to deliver a 3D shoe design program.

After analysing the website, Mr Fox discovered that the pages with video on them delivered much higher ratios of conversions from page views. In fact viewers of one page, which features a video regarding the leather used in the shoes, were found to be seven times more likely to convert to paying customers than the visitors that headed to the designer page.