AREAS OF WISDOM

Expert Videos Outperform, According to Best Buy

How The Desire Company’s Videos Performed Better Than All Other Videos More Than Half the Time + at a Fraction of the Cost

OBJECTIVE:

Best Buy wanted to increase time-on-site and conversions across key categories on BestBuy.com. They were interested in finding videos people would watch all the way through, so they wanted to track the completion rate and find a solution that could hold their shoppers’ attention.

SOLUTION:

  • We created high-quality, expert recommendation videos to demonstrate how their products help professionals excel in their jobs across a variety of fields and in their everyday lives.
  • Videos included a review of:
    • Belkin Power Bank by Pro Golfer Sarkes Mkrdichian
    • Vitamix Professional 10-speed Blender by Professional Sports Nutritionist Jaclyn Sklaver
    • Hyperice Massage Ball by Owner of Brainstorm Fitness George Anthony, and many more
  • The Desire Company review videos were distributed across PDPs to engage consumers, drive education, and provide valuable third-party validation. They were posted alongside all other product videos on each of the product pages.

RESULTS:

Best Buy provided completion and conversion stats for the pilot program videos, on a monthly and quarterly basis.

Their data shows that our videos had a 4.3% average conversion rate last quarter (Q4 2021) compared to their other videos which had an average conversion rate of 3.5%

Their data shows that our videos had an impressive 62% average video completion rate last quarter (Q4 2021) compared to their other videos which had an average video completion rate of 52%.

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