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?