Video Commerce - Selling Online With Video

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    Video Commerce - Selling Online With Video - Presentation Transcript

    1. Justin Foster, Founder, Video Commerce Consortium Alison Jeske, Director Product Management, drugstore.com Jon Nordmark, Founder & CEO, Ebags.com Xavier Casanova, Founder & CEO, Liveclicker
      • “ Will It Blend” over ~100MM views and counting
    2. 1994 first visitor eCom sales 1% of total retail 2000 2004 2008 1996 2002 2006 eCom sales 4.2% of retail $1M web sales first profit founded IPO bankrupt open to all Will It Blend video viewed 100M times Search Engine Marketing - CPC Overture first $100M revenue Email Marketing - CPM Digital Impact first email Affiliate marketing - CPA Commission Junction formed Banner advertising - CPM DoubleClick - first banner Video Commerce ShopNBC.tv launches Social Marketing Friendster founded
      • Self-Produced Videos: build credibility, add value, humanize the experience
      • Acquire content from customers
      • Build a trust relationship
      • Q: What is preventing you from starting out with video commerce or expanding your current video commerce initiatives?
      Source: Video Commerce Consortium Survey. July 7, 2008
    3.  
      • Past : Launch of new Beauty.com site in November 2007 – included video
          • Video library (self-produced and vendor videos)
          • Brand boutique videos (e.g. Jonathan)
          • Objectives:
              • Increase basket size
              • Increase time on site
              • Provide enhanced shopping experience for prestige beauty customers
          • What did we achieve?
              • Basket size and time on site difficult to directly correlate to video viewing (new features also launched w/ new site)
              • Positive feedback from customers
    4. Pop up window displays video
      • Present : New tools and expansion of video into drugstore.com
          • Partnered with Liveclicker to provide rich tools for driving that intersection of video and commerce
          • Launched Beauty.com w/ Liveclicker in July
          • Launched drugstore.com in September
          • Monitoring SEO benefits
          • Building out a video library
          • Securing content from vendors
          • Adding video into our product setup procedures
          • Measure, measure, measure – analyze!
      • What does video commerce look like to drugstore.com?
      • ’ Buy’ just one click away
      • Product links in video
      • Sharing
      • Rating of videos
      • Comments
      • Access to related videos/whole library
      • SEO benefits
      • Push to YouTube, Twitter, Google Video
    5. Over 30 videos on Beauty.com Still early to determine the basket (order value) impacts
    6. Other exciting metrics – newest video with a 94% continue to watch past 10 sec mark; 42.5% watch whole video
    7.  
      • Future:
        • Broaden access to video throughout the site (product details pages; tutorials on new site features)
        • Develop in-house videos (videos for our “brand”)
        • Facility for customers to upload video
        • Continue to monitor and analyze results (orders!)
    8.  
      • Jon Nordmark, Founder, eBags.com
      • >$100MM 2007 revenues
      • Growing 25%+ annually
      • Launched video in early 2008
        • Initial pilot on video site
        • Later rollout to brand and product pages on eBags.com
      • QVC engagement
      • Experiments within photo studio
      • Put existing assets to use
      • Not sure how to institutionalize it with existing resources
      • Richer customer experience, SEO dominance
      • Leverage supplier content (while thrilling them)
      • Access professional quality assets; very low cost
    9. Group A – No Video Group B – With Video # Product pages served 25,000 25,000 Conversion rate (clicked play button) 6.63% 10.00% Conversion rate (watched entire video) 6.63% 15.84% Conversion rate increase (clicked play button) N/A 50.1% Conversion rate increase (watched entire video) N/A 138.9%
      • Launched in 2008
      • Prominent SEO placement
      “ Conversion rates increased. Plus, we quickly validated the SEO pilot.” - Jon Nordmark, Founder, eBags.com
      • Future:
        • Good site experience = better conversion rates
          • Continue producing video assets
          • More experimentation
            • Testing “demonstration” vs. “promotional”
            • Placement on site pages
            • Integration into marketing streams
        • Lean on suppliers for more video content
        • Introduce customer-generated video content
    10.  
      • Largest and fastest-growing consortium of interactive marketers seeking to learn about and advance the use of video in e-commerce
      • www.video-commerce.org
    11. Justin Foster, Founder, Video Commerce Consortium Alison Jeske, Director Product Marketing, drugstore.com Jon Nordmark, Founder & CEO, Ebags.com Xavier Casanova, Founder & CEO, Liveclicker

    + Justin FosterJustin Foster, 11 months ago

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