Six Steps to Video Commerce Success Email: [email_address] Follow: @videocommerce Justin Foster Co-Founder/VP Market Devel...
Video Commerce Consortium + 500 retailers + Nonprofit group http://www.video-commerce.org
“ US online video views more than doubled from 14.8 billion/mo in Jan 2009 to 33.2 billion/mo in Dec 2009.”  -Comscore Res...
“ 33% of retailers plan to add video or streaming media to their sites in 2010.”  -Internet Retailer/Vovici Group Survey J...
“ 68% of the Top 50 Internet retailers use video on their web sites, compared with 18% in 2008.”  -Patti Freeman-Evans, VP...
Build Trust
Stir the Imagination
Persuade
Agenda “ We plan to produce 50,000 product videos in 2010.  Videos are driving up conversion rates between 6% and 30%.” - ...
Agenda “ We see a 50% - 138% conversion rate increase on product pages featuring video compared to product pages with no v...
Agenda “ Onlineshoes.com drives 45% higher conversion rates (average) for products featuring video” - Jimmy Healey, Online...
Agenda “ We’ve observed 200% higher click through rates for emails featuring video.” - Mari Strom, Holland America
Agenda “ We grew our online video program twenty-three fold in 2009 and will continue making strategic investments in this...
Step 1: Produce the right kind of video.
<ul><li>Interest? </li></ul><ul><li>Engage? </li></ul><ul><li>Sell? </li></ul>
 
 
 
 
Step 2: Scale up.
 
Scaling Product Video: Best Practices Zero Cost Video Production
Scaling Product Video: Best Practices Zero Cost Video Production
Scaling Product Video Low Cost Video Production
Scaling Product Video Low Cost Video Production
Scaling Product Video Low Cost Video Production
Scaling Product Video: Best Practices
Step 3:   Create content that converts.
For more information on the Fogg Behavior Model, visit  http://www.behaviormodel.org .  For more information on BJ Fogg, v...
Selling 101: Talk Features and Benefits
Shorter is better  (generally)
Self-produced videos convert best (generally)
Make it interactive!
Make it interactive!
Make it interactive!
Step 4: Optimize the presentation.
<ul><li>13MM product detail page views </li></ul><ul><li>25 retail sites </li></ul><ul><li>Analyzing video presentation fo...
<ul><li>Embedded players generated the highest clickthrough:  25% - 45% </li></ul><ul><li>Play buttons with text “Watch Vi...
Creating Successful Product Videos
Creating Successful Product Videos
Creating Successful Product Videos
Creating Successful Product Videos
Creating Successful Product Videos
Step 5: Use video distribution to multiply positive effects.
Video Sharing Sites (use caution!)
Video Retargeting
Video Email
Affiliates
Step 6: Measure and Learn.
<ul><li>Incremental CTR (clickthrough rate) </li></ul><ul><li>Incremental CVR (conversion rate) </li></ul>
 
<ul><li>Engagement v. retail benchmark </li></ul><ul><li>Distribution analysis </li></ul>
<ul><li>Are people even watching? </li></ul>
Six Steps to Video Commerce Success
Step 1: Produce the right kind of video.
Step 2: Scale up.
Step 3:   Create content that converts.
Step 4: Optimize the presentation.
Step 5: Use distribution to multiply positive effects.
Step 6: Measure and Learn.
For more information: [email_address] Follow: @videocommerce
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Six Steps to Video Commerce Success

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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

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  • Great presentation Justin!
    I really like.
    Wonderful stuff.
    And BTW, thanks for mentioning us.

    Yaniv
    CTO
    SundaySky

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Six Steps to Video Commerce Success

  1. 1. Six Steps to Video Commerce Success Email: [email_address] Follow: @videocommerce Justin Foster Co-Founder/VP Market Development Liveclicker
  2. 2. Video Commerce Consortium + 500 retailers + Nonprofit group http://www.video-commerce.org
  3. 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. 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. 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. 6. Build Trust
  7. 7. Stir the Imagination
  8. 8. Persuade
  9. 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. 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. 11. Agenda “ Onlineshoes.com drives 45% higher conversion rates (average) for products featuring video” - Jimmy Healey, Onlineshoes.com
  12. 12. Agenda “ We’ve observed 200% higher click through rates for emails featuring video.” - Mari Strom, Holland America
  13. 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. 14. Step 1: Produce the right kind of video.
  15. 15. <ul><li>Interest? </li></ul><ul><li>Engage? </li></ul><ul><li>Sell? </li></ul>
  16. 20. Step 2: Scale up.
  17. 22. Scaling Product Video: Best Practices Zero Cost Video Production
  18. 23. Scaling Product Video: Best Practices Zero Cost Video Production
  19. 24. Scaling Product Video Low Cost Video Production
  20. 25. Scaling Product Video Low Cost Video Production
  21. 26. Scaling Product Video Low Cost Video Production
  22. 27. Scaling Product Video: Best Practices
  23. 28. Step 3: Create content that converts.
  24. 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
  25. 30. Selling 101: Talk Features and Benefits
  26. 31. Shorter is better (generally)
  27. 32. Self-produced videos convert best (generally)
  28. 33. Make it interactive!
  29. 34. Make it interactive!
  30. 35. Make it interactive!
  31. 36. Step 4: Optimize the presentation.
  32. 37. <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>Creating Successful Product Videos Video Presentation Study
  33. 38. <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 range. </li></ul>Creating Successful Product Videos Video Presentation Study
  34. 39. Creating Successful Product Videos
  35. 40. Creating Successful Product Videos
  36. 41. Creating Successful Product Videos
  37. 42. Creating Successful Product Videos
  38. 43. Creating Successful Product Videos
  39. 44. Step 5: Use video distribution to multiply positive effects.
  40. 45. Video Sharing Sites (use caution!)
  41. 46. Video Retargeting
  42. 47. Video Email
  43. 48. Affiliates
  44. 49. Step 6: Measure and Learn.
  45. 50. <ul><li>Incremental CTR (clickthrough rate) </li></ul><ul><li>Incremental CVR (conversion rate) </li></ul>
  46. 52. <ul><li>Engagement v. retail benchmark </li></ul><ul><li>Distribution analysis </li></ul>
  47. 53. <ul><li>Are people even watching? </li></ul>
  48. 54. Six Steps to Video Commerce Success
  49. 55. Step 1: Produce the right kind of video.
  50. 56. Step 2: Scale up.
  51. 57. Step 3: Create content that converts.
  52. 58. Step 4: Optimize the presentation.
  53. 59. Step 5: Use distribution to multiply positive effects.
  54. 60. Step 6: Measure and Learn.
  55. 61. For more information: [email_address] Follow: @videocommerce

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