six steps to video commerce success
Post on 19-Oct-2014
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On July 8, 2010, Liveclicker 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 successTRANSCRIPT
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Six Steps to Video Commerce Success
Email:[email protected]
Follow:@videocommerce
Justin FosterCo-Founder/VP Market Development Liveclicker
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Video Commerce Consortium
+ 500 retailers+ Nonprofit grouphttp://www.video-commerce.org
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“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
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“33% of retailers plan to add video or streaming media to
their sites in 2010.” -Internet Retailer/Vovici Group Survey
January 29, 2010
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“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
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Build Trust
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Stir the Imagination
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Persuade
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Agenda“We plan to produce 50,000 product videos in 2010. Videos are driving up conversion rates between 6% and 30%.”- Rico Nasol, Zappos
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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
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Agenda
“Onlineshoes.com drives 45% higher conversion rates (average) for products featuring video”- Jimmy Healey, Onlineshoes.com
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Agenda
“We’ve observed 200% higher click through rates for emails featuring video.”- Mari Strom, Holland America
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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
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Step 1:Produce the right
kind of video.
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• Interest?• Engage?
• Sell?
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Step 2:Scale up.
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Scaling Product Video: Best PracticesZero Cost Video Production
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Scaling Product Video: Best PracticesZero Cost Video Production
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Scaling Product VideoLow Cost Video Production
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Scaling Product VideoLow Cost Video Production
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Scaling Product VideoLow Cost Video Production
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Scaling Product Video: Best Practices
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Step 3: Create content that
converts.
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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
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Selling 101:Talk Features and
Benefits
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Shorter is better (generally)
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Self-produced videos convert best
(generally)
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Make it interactive!
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Make it interactive!
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Make it interactive!
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Step 4:Optimize the presentation.
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Creating Successful Product Videos
• 13MM product detail page views• 25 retail sites• Analyzing video presentation for the following
attributes:– Player, icon, or link?– Text callouts?– Play button?
Video Presentation Study
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Creating Successful Product Videos
• Embedded 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 range.
Video Presentation Study
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Creating Successful Product Videos
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Creating Successful Product Videos
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Creating Successful Product Videos
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Creating Successful Product Videos
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Creating Successful Product Videos
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Step 5:Use video distribution
to multiply positive effects.
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Video Sharing Sites(use caution!)
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Video Retargeting
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Video Email
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Affiliates
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Step 6:Measure and Learn.
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• Incremental CTR (clickthrough rate)• Incremental CVR (conversion rate)
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• Engagement v. retail benchmark
• Distribution analysis
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Are people even watching?
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Six Steps to Video Commerce Success
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Step 1:Produce the right
kind of video.
![Page 56: Six Steps to Video Commerce Success](https://reader033.vdocuments.mx/reader033/viewer/2022061105/5443e0feafaf9fa8098b46aa/html5/thumbnails/56.jpg)
Step 2:Scale up.
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Step 3: Create content that
converts.
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Step 4:Optimize the presentation.
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Step 5:Use distribution to multiply positive
effects.
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Step 6:Measure and Learn.