"Normal" people sell better. Proved Zappos

American online shoe store owned by corporations Amazon, using its own staff in advertising of goods. Employees demonstrate a retailer shoes and handbags from a range of online shopping and talk about products to potential buyers. Zappos.com posted on the site some 58 thousand short videos, most of which involved "ordinary" people. It turned out that such videos increase the number of orders and reduce the share of returns. According to psychologists and marketing experts, like the use of "ordinary" people can be particularly effective in certain situations - if the person showing the product reaches the target audience, the consumer will have more trust in such communication. However, for certain types of products, this rule does not apply. Video posted on the online store Zappos since 2009. Currently in the process of video demos of products involving 11 employees. Every day is new 400 records. In late 2010, an experiment was conducted: some items posted online online store free videos of the products are accompanied by a demonstration video. It turned out that demonstrate the value of orders increased by 10% and also reduces the number of returns (this is an advantage to Zappos.com is considered more important). Now, employees of online retailers are trying to identify other factors affecting the sales promotion. "Normal" people involved in the video, well stimulate demand - this has already convinced the leaders of Zappos.com. But in some cases (eg, demonstrations clothing) retailer removes demonstration video featuring professional models. Why? For practical reasons: the models involved in photography for Zappos.com and usually have a standard size garment. These videos also affect the growth in orders, although the use of "ordinary" people's company gets the best otlik from consumers. Is that potential customers are dissatisfied Videos. Typically, this occurs if demonstrated shoes look bad at fitting. Sometimes it happens that the sample is not suitable in size, but with this problem Zappos is already running.