multiplying revenues from_ecommerce_video

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