The clips, each lasting only about 3 seconds, start running when the thumbnails are hovered over and show a child performing various cute actions whilst wearing the item of clothing being viewed.  A quick straw-poll around our office resulted in reactions ranging from “ugh” to “OMG how cute, I want a baby”.  What was noticeable though was that people were commenting on the children rather than the clothing being sold.

Whether the addition of micro video clips aids in conversion or not I suspect that it will at least create some additional traffic and awareness as links to the pages are forwarded on.  As of today the micro-video is only included in the baby section.