The document discusses eBags' use of video marketing on its website. It began with one video producer creating 210 videos, 85% self-produced and 15% from suppliers. Since launching video capabilities in 2008, eBags has seen a 50.1% increase in conversion rates for customers who did not view videos, and a 138.9% increase for those who did view videos. It has also experienced increased traffic, views, and engagement across various online channels through its video content.

1. Peter Cobb
February 2009 Co-founder and SVP of Marketing, eBags

2. Started March2007

One full-time video producer

210 videos

85% self produced, 15% from suppliers

Partnered with Silicon Valley startup Liveclicker for

technological aspects

4. 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


5. 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)

6. Launched video center in 2008

Prominent SEO placement

Liquidated inventory of key product

Boosted conversion rates


7. Facebook

Twitter

MySpace

Digg

StumbleUpon

YouTube

Blogs

Google Video

Etc.


8. 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.

9. Since July 24th 2008
81,423 unique visitors
111,325 page views

10. Since Sep 17th 2008
1,138,517 banner impressions
5,543 video views

11. Since Jan 16th 2008
102,998 banner impressions
3,699 video views

12. Tracked since
October 12th 2008
9,337 unique visitors

13. Since Mid November
2008 w/Liveclicker
15,775 views, increasing
• Commission Junction
• LinkShare

14. Article
eBags Video +
Merchandising

15. Demos and testimonial most “engaging”

(people viewing at least 10-seconds)
Promotion/Interview show lower

engagement

16. Product demos are
most engaging.
These videos also show
most views on Youtube

17. Notice the low level of engagement on affiliate site

19. What people will like more art than science…

20. Next-generation player

with integrated
merchandising
Social Media development

Email integration


21. 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