Multiplying revenues from_ecommerce_video


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This webinar highlights some video content tips & learnings from a Liveclicker study - plus highlights some high level video SEO best practices.

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Multiplying revenues from_ecommerce_video

  1. 1. Multiplying Revenues from E-Commerce Video 2010 Liveclicker Video Commerce Webinar Series Tweet using hashtag #videocommerce Follow us on Twitter! @videocommerce Presented by: Justin Foster Co-Founder/VP Market Development Liveclicker
  2. 2. <ul><ul><li>Attributes of Successful Product Videos </li></ul></ul><ul><ul><ul><li>Content, Presentation </li></ul></ul></ul><ul><ul><li>Basics of Scalable E-Commerce Video Production </li></ul></ul><ul><ul><ul><li>Automation Technology, Techniques, 3 rd party video discovery </li></ul></ul></ul><ul><ul><li>Video SEO Best Practices and Examples </li></ul></ul>Agenda
  3. 3. <ul><ul><li>Optimizing Video for Results </li></ul></ul><ul><ul><li>Learning about Production Scaling Methods </li></ul></ul><ul><ul><li>Increasing Video SEO / Enhancing SEO Results </li></ul></ul><ul><ul><li>Not Really Sure Yet / Other </li></ul></ul><ul><ul><li>All of the Above </li></ul></ul>Poll: What are you most interested in?
  4. 4. <ul><li>68% of the Top 50 retailers use video on their web sites, compared to 18% in 2008 </li></ul><ul><ul><li>Patti Freeman-Evans, Principal Analyst, Forrester </li></ul></ul><ul><li>35.7% of online retailers plan to add video capabilities in 2010 </li></ul><ul><ul><li>2010 Internet Retailer E-Commerce Technology Spending Survey, n=192 retailers </li></ul></ul>Industry Highlights
  5. 5. Creating Successful Product Videos
  6. 6. Creating Successful Product Videos <ul><li>Asics 2150 video includes the central tenets of persuasive video: </li></ul><ul><li>Addresses the shopper’s motivators: social acceptance, avoid pain </li></ul><ul><li>Makes the purchase decision a simple one: $100 price point, retailer-branded </li></ul><ul><li>Includes triggers to take action: Buy Now or Related Products options </li></ul>
  7. 7. <ul><li>4,418 product videos across retail segments from participating merchants </li></ul><ul><li>Top performing 2% of videos were analyzed to identify commonalities: </li></ul><ul><ul><li>Length? </li></ul></ul><ul><ul><li>Onscreen Host? </li></ul></ul><ul><ul><li>Male/Female Voice/Voiceover? </li></ul></ul><ul><ul><li>Background Music? </li></ul></ul>Creating Successful Product Videos
  8. 8. <ul><li>Results: Video Content </li></ul><ul><ul><ul><li>Average length of top performing videos was 1:45 </li></ul></ul></ul><ul><ul><ul><li>Host in video 76% of the time </li></ul></ul></ul><ul><ul><ul><li>Female voice / host in 66% of the top performers </li></ul></ul></ul><ul><ul><ul><li>Background music in 58% of the top performers </li></ul></ul></ul>Creating Successful Product Videos
  9. 9. <ul><li>13MM product detail page views </li></ul><ul><li>25 retail sites </li></ul><ul><li>Analyzing video presentation for the following attributes: </li></ul><ul><ul><li>Player, icon, or link? </li></ul></ul><ul><ul><li>Text callouts? </li></ul></ul><ul><ul><li>Play button? </li></ul></ul><ul><ul><li>Size? </li></ul></ul>Creating Successful Product Videos
  10. 10. Creating Successful Product Videos
  11. 11. Creating Successful Product Videos
  12. 12. Creating Successful Product Videos
  13. 13. Creating Successful Product Videos
  14. 14. Creating Successful Product Videos
  15. 15. <ul><li>Embedded players generated the highest clickthrough: 25% - 45% </li></ul><ul><li>Play buttons with text “Watch Video” or “Watch Demo” outperformed images that clicked-to-play without any call-to-action </li></ul><ul><li>Small text links / icons below product hero shot in the 0.5% - 4% CTR </li></ul>Creating Successful Product Videos
  16. 16. <ul><li>Testing Video Presentation – Starting Out </li></ul><ul><ul><ul><li>Thumbnail in start frame </li></ul></ul></ul><ul><ul><ul><li>Size of the player. In general, bigger = better. </li></ul></ul></ul><ul><ul><ul><li>Callouts in the player (watch video, watch demo) </li></ul></ul></ul><ul><ul><ul><li>Video v. no video? </li></ul></ul></ul><ul><ul><ul><ul><li>Be careful! </li></ul></ul></ul></ul>Creating Successful Product Videos
  17. 17. <ul><ul><li>Tight control over production process / use of “template” approach with production or p ost-production automation w/video templates (e.g. TalkMarket) </li></ul></ul><ul><ul><li>Source video from manufacturers directly </li></ul></ul><ul><ul><li>Use of video syndication services (e.g. Sellpoint, WebCollage, Invodo, Easy2) </li></ul></ul><ul><ul><li>Automated video using site metadata (e.g. SundaySky, Stupeflix, Treepodia) </li></ul></ul><ul><ul><li>None / don’t know </li></ul></ul>Poll: How do you scale video?
  18. 18. Scaling Product Video: Best Practices
  19. 19. Scaling Product Video: Best Practices
  20. 20. <ul><li>Manufacturer Video, Semi-Automated Production </li></ul><ul><li>Auto-Video (Long Tail Products) </li></ul><ul><li>Vendor Marketing, Tight Production Control </li></ul>Scaling Product Video
  21. 21. Scaling Product Video: Best Practices
  22. 22. <ul><ul><li>Metadata is still king with video SEO </li></ul></ul><ul><ul><li>Transcriptions, permalinks, downloadable content among the most effective techniques </li></ul></ul>Video SEO Best Practices
  23. 23. Optimizing Videos for SEO
  24. 24. Optimizing Videos for SEO
  25. 25. © 2010 Liveclicker, Inc. CONFIDENTIAL. DO NOT DISTRIBUTE. Questions