When you are trying to sell a product or service, you have to make it as transparent and visible to as many consumers as possible. That’s where video can come in. With a quality video, you don’t even need to see or hold the product at the store. A quality video will give the consumer more than enough information to make an informed web purchase.

According to census information this year, E-commerce has increased almost 5% from the first quarter of 2013 to the second quarter and accounted for over $60 billion in retail transactions in the second quarter. As the retail environment becomes safer and more robust, those numbers will only increase. A quality product video can help tap into online shoppers with clear and concise explanations of product features and professional quality cinematography that shows every angle of product. In 2010, 96% of shoppers online viewed videos and of those who watched product videos, 85% had a greater likelihood to buy than online shoppers that didn’t view video. As such, over 50% of marketing professionals claim that video, over print and other content, has the best return on investment (Emarketer).

Think about it: Aren’t you drawn to products with video when you shop online?

Quality product videos require two important aspects: Clarity and conciseness. Video retention online is abysmal because the user has complete control to stop watching the video and move on whenever he/she wants. That means a great product video has to draw them in right away and keep them watching. Professional videos do a much better job at this, performing 30% better than regular old user-generated content. It makes sense: Everybody knows a good video when they see one and professional videos have the quality visual and audio to really show potential purchasers every aspect of a product. That’s why video professionals are invaluable: They know what makes a great video a great video and how to make your business a video that will represent your brand and maximize the return on your investment.