On-Site Video Boosts Conversions and Revenue for E-Commerce Site

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Pegasus Lighting experiences a sales boost by using video to provide project tips and help its customers choose the right light fixtures for their new lighting installations.

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...a 100% increase in revenue...and conversion rate...improved by 27%...

For online retailer Pegasus Lighting, details are everything. With a mission to provide customers with “a learning experience in lighting” and a varied product line of light fixtures with extensive features, it’s important to be succinct.

After launching a new website in November 2010 that placed more emphasis on product images and customer reviews to create an informative, user-friendly shopping experience; Pegasus Lighting saw an opportunity to extend those efforts using video.

“With the new website, we were adding up to 15 photos of each product, and many included zoom and rotating images,” said vice president Chris Johnson. “Customers loved the update, so video was a natural next step. We wanted to show our light fixtures in action so website visitors could have a closer look at light output, included hardware, color temperature, and more.”

The first video project targeted the company’s closet and pantry lighting section. “We felt there was a bit of a gap between product information and application tips with closet lights,” said Johnson. “Customers could see which products would work for a closet, but were unsure of exactly where to install them or how.” The video included an overview of products and recommendations for placements.

Pegasus Lighting uploaded the video, “Closet and Pantry Lighting Tips,” to YouTube and embedded it on their e-commerce site in March. Since that time, Pegasus Lighting has seen a 100% increase in revenue for closet and pantry lighting products. In addition, the conversion rate of their “Closet Lights” page improved by 27%.

What’s next on the company’s agenda? “Under cabinet lights,” says Johnson. “It’s our most popular product line, so we’re in the process of launching Product Spotlight videos to showcase each light fixture individually.”

About Pegasus Lighting
Founded in 1993, Pegasus Lighting is an online lighting distributor selling “unique lighting products for your special needs.” The company, based near Pittsburgh in Beaver Falls, PA, with another office location in Raleigh, NC, attracts both individual and corporate shoppers who value a learning experience in lighting, competitive pricing and an easy-to-use, intuitive website. Pegasus Lighting also offers a Trade Professional Discount Program for contractors, designers and other professionals. For more information, visit http://www.PegasusLighting.com.

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