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eBags Video Commerce by Peter Cobb
 

eBags Video Commerce by Peter Cobb

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eBags co-founder and SVP Peter Cobb talks about video commerce.

eBags co-founder and SVP Peter Cobb talks about video commerce.

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    eBags Video Commerce by Peter Cobb eBags Video Commerce by Peter Cobb Presentation Transcript

    • Peter Cobb February 2009 Co-founder and SVP of Marketing, eBags
    • Started March2007  One full-time video producer  210 videos  85% self produced, 15% from suppliers  Partnered with Silicon Valley startup Liveclicker for  technological aspects
    • Increased onsite conversions  Higher customer satisfaction  SEO  Presence on social networks  Enhance marketing programs (email, affiliates)  Low-cost way to grab technological edge  Brands love it 
    • Group A – No Video Group B – With Video # Product pages 25,000 25,000 served Conversion rate 6.63% 10.00% (did not view video) Conversion rate 6.63% 15.84% (viewed video) Conversion rate 50.1% increase N/A (did not view video) Conversion rate N/A 138.9% increase (viewed video)
    • Launched video center in 2008  Prominent SEO placement  Liquidated inventory of key product  Boosted conversion rates 
    • Facebook  Twitter  MySpace  Digg  StumbleUpon  YouTube  Blogs  Google Video  Etc. 
    • 100,603 video plays (since May 5 2008)  Average 260/day, accelerating to 780/day  Distribution across all channels:  onsite, SEO, affiliate, email, social networks.
    • Since July 24th 2008 81,423 unique visitors 111,325 page views
    • Since Sep 17th 2008 1,138,517 banner impressions 5,543 video views
    • Since Jan 16th 2008 102,998 banner impressions 3,699 video views
    • Tracked since October 12th 2008 9,337 unique visitors
    • Since Mid November 2008 w/Liveclicker 15,775 views, increasing • Commission Junction • LinkShare
    • Article eBags Video + Merchandising
    • Demos and testimonial most “engaging”  (people viewing at least 10-seconds) Promotion/Interview show lower  engagement
    • Product demos are most engaging. These videos also show most views on Youtube
    • Notice the low level of engagement on affiliate site
    • What people will like more art than science…
    • Next-generation player  with integrated merchandising Social Media development  Email integration 
    • Getting Started  Video Production Doesn’t Have To Be Complex  “Video Everywhere” is the correct strategy Making it a process  Find the right balance of content  Work with suppliers to acquire video assets Solving the technical limitations  Partner with the right company and get going