Streaming Media Video Commerce Consortium Zappos

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Rico Nasol of Zappos delivered a presentation on Nov 17 2009 at StreamingMedia West in San Jose detailing the impact of video on Zappos' business.

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Streaming Media Video Commerce Consortium Zappos

  1. 1. Zappos Videos
  2. 2. VIDEO IS HUGE!!! <ul><li>SEO </li></ul><ul><li>CUSTOMER EXPERIENCE </li></ul><ul><li>CAPTIVATING </li></ul><ul><li>UNLIMITED ACCESS </li></ul><ul><li>COST EFFECTIVE </li></ul><ul><li>MUST BE UNIQUE (In-House/UGC) </li></ul>
  3. 3. Zappos approach to video <ul><li>Product Videos* </li></ul><ul><ul><li>Landing pages </li></ul></ul><ul><ul><li>Product pages </li></ul></ul><ul><li>Educational Videos* </li></ul><ul><ul><li>How To Site </li></ul></ul><ul><ul><ul><li>Zappos.com/how-to </li></ul></ul></ul><ul><ul><li>Zappos Insights </li></ul></ul><ul><ul><ul><li>Zapposinsights.com </li></ul></ul></ul><ul><li>Personal Experiences (Social Media) </li></ul><ul><ul><li>Blogs.zappos.com </li></ul></ul>*my team’s focus
  4. 4. Video Product Description
  5. 5. Results <ul><li>Product Descriptions </li></ul><ul><ul><li>Significant increase in conversions </li></ul></ul><ul><li>Landing Pages </li></ul><ul><ul><li>Increases customer interaction </li></ul></ul><ul><ul><li>Lower bounce rates </li></ul></ul><ul><li>Zappos How To and Blogs </li></ul><ul><ul><li>Increased organic traffic </li></ul></ul><ul><ul><li>Lower Pay Per Click cost </li></ul></ul>
  6. 6. Video push for 2010 & beyond <ul><li>50,000 product videos (7,500 YTD) </li></ul><ul><li>More landing page videos </li></ul><ul><li>Bigger video teams in KY and LV </li></ul><ul><li>Greater focus on overlays </li></ul><ul><li>Marketing and Customer Experience </li></ul>

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