Your SlideShare is downloading. ×
Six Steps to Video Commerce Success
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Introducing the official SlideShare app

Stunning, full-screen experience for iPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Six Steps to Video Commerce Success

1,621
views

Published on

On July 8, 2010, <a>Liveclicker</a> Co-Founder Justin Foster delivered a presentation for Australia's Online Retailer Expo and Conference detailing "Six Steps to Video Commerce Success." The …

On July 8, 2010, <a>Liveclicker</a> Co-Founder Justin Foster delivered a presentation for Australia's Online Retailer Expo and Conference detailing "Six Steps to Video Commerce Success." The presentation covers practical tips and tricks to:

- Choose which type of video to produce or source
- Making e-commerce video scale using one of several methods
- Creating video content that converts
- Optimizing the presentation of e-commerce video
- Using smart distribution to multiply the impact of video online
- How to measure e-commerce video for success

Published in: Technology

1 Comment
0 Likes
Statistics
Notes
  • Great presentation Justin!
    I really like.
    Wonderful stuff.
    And BTW, thanks for mentioning us.

    Yaniv
    CTO
    SundaySky

    <br /><object type="application/x-shockwave-flash" data="http://www.youtube.com/v/nJPzby4NTBs?fs=1&amp;hl=en_US" width="350" height="288"><param name="movie" value="http://www.youtube.com/v/nJPzby4NTBs?fs=1&amp;hl=en_US"></param><embed src="http://www.youtube.com/v/nJPzby4NTBs?fs=1&amp;hl=en_US" width="350" height="288" type="application/x-shockwave-flash"></embed></object>
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Be the first to like this

No Downloads
Views
Total Views
1,621
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
35
Comments
1
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Six Steps to Video Commerce Success Email: [email_address] Follow: @videocommerce Justin Foster Co-Founder/VP Market Development Liveclicker
  • 2. Video Commerce Consortium + 500 retailers + Nonprofit group http://www.video-commerce.org
  • 3. “ US online video views more than doubled from 14.8 billion/mo in Jan 2009 to 33.2 billion/mo in Dec 2009.” -Comscore Research, February 2010
  • 4. “ 33% of retailers plan to add video or streaming media to their sites in 2010.” -Internet Retailer/Vovici Group Survey January 29, 2010
  • 5. “ 68% of the Top 50 Internet retailers use video on their web sites, compared with 18% in 2008.” -Patti Freeman-Evans, VP, Research Director, Forrester Research May 4, 2009 Source: Online Retailers’ Adoption Of Online Video Content Is Ahead Of Consumers’ Preferences, November 24, 2009
  • 6. Build Trust
  • 7. Stir the Imagination
  • 8. Persuade
  • 9. Agenda “ We plan to produce 50,000 product videos in 2010. Videos are driving up conversion rates between 6% and 30%.” - Rico Nasol, Zappos
  • 10. Agenda “ We see a 50% - 138% conversion rate increase on product pages featuring video compared to product pages with no video measured in controlled A/B splits” - Peter Cobb, eBags
  • 11. Agenda “ Onlineshoes.com drives 45% higher conversion rates (average) for products featuring video” - Jimmy Healey, Onlineshoes.com
  • 12. Agenda “ We’ve observed 200% higher click through rates for emails featuring video.” - Mari Strom, Holland America
  • 13. Agenda “ We grew our online video program twenty-three fold in 2009 and will continue making strategic investments in this area.” - Amy Norton, Costco Wholesale
  • 14. Step 1: Produce the right kind of video.
  • 15.
    • Interest?
    • Engage?
    • Sell?
  • 16.  
  • 17.  
  • 18.  
  • 19.  
  • 20. Step 2: Scale up.
  • 21.  
  • 22. Scaling Product Video: Best Practices Zero Cost Video Production
  • 23. Scaling Product Video: Best Practices Zero Cost Video Production
  • 24. Scaling Product Video Low Cost Video Production
  • 25. Scaling Product Video Low Cost Video Production
  • 26. Scaling Product Video Low Cost Video Production
  • 27. Scaling Product Video: Best Practices
  • 28. Step 3: Create content that converts.
  • 29. For more information on the Fogg Behavior Model, visit http://www.behaviormodel.org . For more information on BJ Fogg, visit http://www.bjfogg.com. Fogg Behavior Model
  • 30. Selling 101: Talk Features and Benefits
  • 31. Shorter is better (generally)
  • 32. Self-produced videos convert best (generally)
  • 33. Make it interactive!
  • 34. Make it interactive!
  • 35. Make it interactive!
  • 36. Step 4: Optimize the presentation.
  • 37.
    • 13MM product detail page views
    • 25 retail sites
    • Analyzing video presentation for the following attributes:
      • Player, icon, or link?
      • Text callouts?
      • Play button?
    Creating Successful Product Videos Video Presentation Study
  • 38.
    • Embedded players generated the highest clickthrough: 25% - 45%
    • Play buttons with text “Watch Video” or “Watch Demo” outperformed images that clicked-to-play without any call-to-action
    • Small text links / icons below product hero shot in the 0.5% - 4% CTR range.
    Creating Successful Product Videos Video Presentation Study
  • 39. Creating Successful Product Videos
  • 40. Creating Successful Product Videos
  • 41. Creating Successful Product Videos
  • 42. Creating Successful Product Videos
  • 43. Creating Successful Product Videos
  • 44. Step 5: Use video distribution to multiply positive effects.
  • 45. Video Sharing Sites (use caution!)
  • 46. Video Retargeting
  • 47. Video Email
  • 48. Affiliates
  • 49. Step 6: Measure and Learn.
  • 50.
    • Incremental CTR (clickthrough rate)
    • Incremental CVR (conversion rate)
  • 51.  
  • 52.
    • Engagement v. retail benchmark
    • Distribution analysis
  • 53.
    • Are people even watching?
  • 54. Six Steps to Video Commerce Success
  • 55. Step 1: Produce the right kind of video.
  • 56. Step 2: Scale up.
  • 57. Step 3: Create content that converts.
  • 58. Step 4: Optimize the presentation.
  • 59. Step 5: Use distribution to multiply positive effects.
  • 60. Step 6: Measure and Learn.
  • 61. For more information: [email_address] Follow: @videocommerce