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Multiplying Revenues from E-Commerce Video2010 Liveclicker Video Commerce Webinar Series
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Presented by:Justin FosterCo-Founder/VP Market Development Liveclicker
Attributes of Successful Product Videos▪ Content, Presentation
Basics of Scalable E-Commerce Video Production▪ Automation Technology, Techniques, 3rd party video discovery
Video SEO Best Practices and Examples
Agenda
1. Optimizing Video for Results2. Learning about Production Scaling Methods3. Increasing Video SEO / Enhancing SEO Results4. Not Really Sure Yet / Other5. All of the Above
Poll: What are you most interested in?
Industry Highlights
68% of the Top 50 retailers use video on their web sites, compared to 18% in 2008 Patti Freeman-Evans, Principal Analyst, Forrester
35.7% of online retailers plan to add video capabilities in 2010 2010 Internet Retailer E-Commerce Technology
Spending Survey, n=192 retailers
Creating Successful Product Videos
Creating Successful Product Videos
Asics 2150 video includes the central tenets of persuasive video:
- Addresses the shopper’s motivators: social acceptance, avoid pain- Makes the purchase decision a simple one: $100 price point, retailer-branded- Includes triggers to take action: Buy Now or Related Products options
Creating Successful Product Videos4,418 product videos across retail
segments from participating merchants
Top performing 2% of videos were analyzed to identify commonalities: Length? Onscreen Host? Male/Female Voice/Voiceover? Background Music?
Creating Successful Product VideosResults: Video Content
▪ Average length of top performing videos was 1:45
▪ Host in video 76% of the time▪ Female voice / host in 66% of the top
performers▪ Background music in 58% of the top
performers
Creating Successful Product Videos13MM product detail page views25 retail sitesAnalyzing video presentation for the
following attributes: Player, icon, or link? Text callouts? Play button? Size?
Creating Successful Product Videos
Creating Successful Product Videos
Creating Successful Product Videos
Creating Successful Product Videos
Creating Successful Product Videos
Creating Successful Product VideosEmbedded players generated the
highest clickthrough: 25% - 45%Play buttons with text “Watch Video”
or “Watch Demo” outperformed images that clicked-to-play without any call-to-action
Small text links / icons below product hero shot in the 0.5% - 4% CTR
Creating Successful Product VideosTesting Video Presentation –
Starting Out▪ Thumbnail in start frame▪ Size of the player. In general, bigger =
better.▪ Callouts in the player (watch video,
watch demo)▪ Video v. no video?
▪ Be careful!
1. Tight control over production process / use of “template” approach with production or post-production automation w/video templates (e.g. TalkMarket)
2. Source video from manufacturers directly3. Use of video syndication services (e.g. Sellpoint, WebCollage,
Invodo, Easy2)4. Automated video using site metadata (e.g. SundaySky,
Stupeflix, Treepodia)5. None / don’t know
Poll: How do you scale video?
Scaling Product Video: Best Practices
Scaling Product Video: Best Practices
Scaling Product Video
Manufacturer Video, Semi-Automated Production
Auto-Video (Long Tail Products)
Vendor Marketing, Tight Production Control
Scaling Product Video: Best Practices
Video SEO Best Practices
1. Metadata is still king with video SEO
2. Transcriptions, permalinks, downloadable content among the most effective techniques
Optimizing Videos for SEO
Optimizing Videos for SEO
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Questions