In a study by Coremetrics which measured the impact of SellPoint's Active Product Tours on Internet purchases, it was found there were large increases in sales in conjunction with the interaction by visitors with the tours.
What the Product Tours entail, are audio or video product presentations. There's a button included called "Take a Product Tour" which allows consumers to get a more indepth look at the product.
When someone took the Active Product Tours, there was a 35 percent increase in sales, against those that didn't take the tour.
Another effect was that shoppers spent an average of over 2.5 minutes viewing details on the various products they were interested in with the Tours.
These two important benefits of using audio and video for product sales seems to indicate that it's something we definitely need to look at for our websites.
The one thing I would add, is the more expensive an item is, the more need their is for rich media in an online setting. That's a reality that all studies and responses conclude.
I would also think new products that may need a little bit of learning to run them would be important to include audio and video with as well.
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