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Video is a proven way to increase site conversion, drive more revenue and improve customer engagement. In this session, we will first discuss how ecommerce sites of any size can better leverage video in social, on-site, and in email - providing examples and best practices. We will then discuss a multi-channel case of a Bronto customer who has successfully used video to increase email effectiveness and revenue with Bronto to enhance product page architecture and build an engaging social community. Lastly, we will provide actionable takeaways for how session participants can start developing a video strategy for their brand. This includes strategic starting points and steps for in-house production.
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Video for eCommerceDrive More Revenue and Customer Engagement
Video for eCommerce - Overview
1. Why Video2. Content Retailers Are Producing3. Multi-Channel Uses of Video4. Bronto: Leverage the App!5. Getting Started (or Improve Your Efforts)
6. Video Platforms7. Q&A
Why Video?Stats and Current Retail Outlook
Why Video – Increase Conversion
Increase Conversion Up to 30% More Merchandise Sold – Zappos 400% Increase in Conversion – Ice.com 25% Decrease in Returns – Ice.com 2-7X Increase in Conversion – Buy.com
Why Video – Improve SEO
In a Competitive Search Landscape…
Why Video – Improve SEO
…Video Stands Out
Why Video – Improve SEO
Seamless Video Sitemaps
Why Video – Happy CustomersConsumers Want Video 1,000+ Stats on Consumption Product Pages are More Interesting Better Way to Learn About Products More Fun Way to Interact with Brand
Why Video – Current Retail OutlookHow The Top 500 Retailer Stack Up
33%
28%
25%
8% 6%Video QuantityLess than 10
11 to 5051 to 200201 to 500500+
Why Video – Current Retail Outlook
Why Video – Current Retail Outlook
Over 5,000 Videos
Why Video – Current Retail Outlook
Over 50,000 Videos
Content Retailers Are ProducingProduct Videos, Lifestyle and More…
Content Retailers Are ProducingQuality is King (or it will be…)
Longer Shelf-Life Long-Term Cost Savings Better Customer Experience Improved Brand Reputation Superior Competitive Position
Content Retailers Are Producing
Product Videos
Category Videos
Lifestyle Videos
UGC
Key for product pages. Helpful for category pages.
Great for use in all channels.
Helpful as a portfolio element and social outreach.
Increases conversion. Provides tighter branding and better page context.
Educates customers and provides flexible assets.
Organic assets can provide authentic brand support.
Easiest to produce. Complexity depends on brand and approach.
More complex to produce.
Easy to produce. Cost can be misleading.
Content Retailers Are ProducingProduct Videos - Zappos
Content Retailers Are ProducingProduct Videos – LDproducts
Multi-Channel Uses for Video
Multi-Channel Uses of VideoWebsite Product Pages Dedicated Video Section Category Pages
Multi-Channel Uses of VideoWebsite Product Pages Dedicated Video Section Category Pages
Multi-Channel Uses of Video
Multi-Channel Uses of VideoWebsite - Product Pages
Multi-Channel Uses of VideoWebsite - Dedicated Video Section
Multi-Channel Uses of VideoWebsite - Dedicated Video Section
Multi-Channel Uses of VideoSocial - Facebook Diversified Portfolio More Engaging Content Keeps Customers Happy
Multi-Channel Uses of VideoSocial - Facebook Diversified Portfolio More Engaging Content Keeps Customers Happy
Multi-Channel Uses of VideoSocial - Facebook Diversified Portfolio More Engaging Content Keeps Customers Happy
Multi-Channel Uses of VideoSocial - Facebook Diversified Portfolio More Engaging Content Keeps Customers Happy
10X Average!
Multi-Channel Uses of VideoSocial - YouTube Quantity Needed Promote It Keep it Fresh
Multi-Channel Uses of VideoSocial – YouTube Sponsored Ads Adwords Model Build Channel Drive Site Traffic
Multi-Channel Uses of VideoEmail Screen Grab vs. Actual Video Context is Key Meaningful Content is Key Don’t Forget Landing Page Consistency Improve Metrics
Multi-Channel Uses of VideoEmail Subject Matter Context Useful Content Brand/Pro Recognition
Multi-Channel Uses of VideoEmail Category Context Useful Content Multiple Entry Points
Multi-Channel Uses of VideoEmail Category Context Useful Content Multiple Entry Points
Multi-Channel Uses of VideoEmail Category Context Useful Content Multiple Entry Points
Multi-Channel Uses of VideoEmail Product Content Engaging Content Multiple Entry Points 57% Increase in CTR
Multi-Channel Uses of Video
Bronto: Leverage the App!
Bronto: Leverage the App![updating] Dynamic Content Screen Grab – content tagsWorkflowsA/B Testing
Getting Started with Video…or Improve Your Current Efforts!
Getting Started with VideoOverview Strategy Before Tactics: Planning Your Portfolio In-House vs. Outsource Production Strategic Planning Pre-Production Planning
Getting Started with VideoStrategy Before Tactics
Getting Started with VideoIn-House vs. Outsourced Production Resource Availability Product Fluctuation Turnaround Needs Volume Needs
Getting Started with VideoStrategic Planning Understand Your Audience What Content Do You Need?
• Product Videos• Series Content• Category Videos
Turnaround Needs WHO Will Be On Camera? Delivery Style Content Structure
• Scripted• Extemporaneous• Length
Getting Started with VideoStrategic Planning (continued) Product Priority for Roll-Out Location/Set
• White-Screen• In-House Setting• “On Location”
Hardware & Studio Design
Getting Started with VideoPre-Production Planning
Organization is the Name of the Game
Video Platforms and KPIs
Video Platforms and KPIsSelecting a Video Platform Sophistication – (you don’t always need the rocket ship) Scalability Must-Haves
• Video Sitemap Integration• Multi-Display Players• Core Analytics
Questions?
