Tactic #64 - In your product pages, include a video

Tactic_In your product pages, include a video


Providing a video of the product will allow your visitors to see more precisely how it looks and functions, the same way they might when buying in store.

Customers prefer to have as much information as possible on the product they want to buy in order to feel as though they are making well-informed decisions and will therefore be more likely to follow through with the purchase.

Visuals can be much more effective than text and many eCommerce sites are using videos in different ways now to improve customer engagement and understanding.


  • Information Bias (Baron; Beattie & Hershey, 1988)

The Research

Information Bias

Information bias, studied by Baron, Beattie and Hershey (1988), is the tendency we have to believe that the more information that can be acquired in order to make a decision, the better that decision will be, even if that extra information might be irrelevant. Indeed, we seek out information even when it cannot directly affect our actions or decisions as we simply feel as though we need all information available in order to make a good decision.

For example, Baron, Beattie and Hershey demonstrated this principle with an experiment in which they gave subjects a diagnostic problem involving fictitious symptoms, tests and diseases. The majority of test subjects decided they needed to continue gathering more information and carrying out extra tests in order to make a diagnosis when in fact they had already been given sufficient data to do so.

Information bias can be applied to web marketing to help encourage customers to pay specific attention to something or to make a certain choice. For example, the more information that you provide for a product, even if some of it seems irrelevant, the more likely that people will feel assured enough to make a purchase.

Browse more Persuasive tactics in signup category

Tactic #135 - Contextualise product pictures in the ideal situation in which they should be used

If your customer can visualise themselves using your product then they'll feel more inclined to buy it. You can ensure this by setting your product images in such a way as to increase the chances…

Tactic #260 - Prioritise pictures, visual elements over lone text

“A picture paints a thousand words”. Indeed, the human brain learns and retains information much better when it comes in the form of images rather than words. Images do not require translation…

Tactic #169 - Indicate the number of users who have already created an account

Displaying the number of people who have already signed up to your website or newsletter is an effective persuasion tool. Research has shown that we have a strong tendency to copy others' choices…

Browse tactics by categories
Browse tactics by type of website
Browse tactics by definitions

Oups, you have reached your limit of 2 free tactics per hour

To get unlimited access to our 250+ tactics,
Sign Up for FREE to Convertize.io

Or take break for 00:59:58

Convert more Browsers into Buyers, today.

Try for FREE

No credit card required

Amazon S3 Web Services icon
Convertize reviews
Stripe icon
SSL icon