8 WAYS TO CONVERT BUYERS WITH ONLINE VIDEO It’s a jungle out there. And your customer is king. In the blink of an eye, choosy shoppers jump from one retail site to another. How do you keep them prowling on your turf?

Video is the answer. Retail site visitors who watch video are 64% more likely to buy than others. Use these 8 tips to convert buyers with online video and keep your shoppers coming back for more.

1. MAKE CONTENT COUNTWhat better way to wow the consumer than with video? Start with what you already know about your target consumers, then use video to create experiences that draw them in. Are they thrill seekers? Do they want advice? To be inspired? They'll be delighted to find video on your site that speaks to them at a personal level.

Video can extend your marketing strategy in new ways that keep consumers around longer. Video is a strong way to communicate the lifestyle and aspirations your brand embodies. It also can provide a deeper level of support to your customer, unmatched by anything short of a house call. Video simply lets consumers spend more time building a relationship with your brand.

Here are some examples of how retailers are using video to appeal to their consumers:

Branded lifestyle content: Excite consumers who are already aware of your brand, tip the scale in your favor, and create evangelists who are eager to share.

Vans created its own online TV channel with high-energy surfing, skating, and music to amp up adventurous young viewers.

Whole Foods created a branded Facebook page to give its fans health and sustainability-themed clips, like a chef’s guide to gluten-free cooking.

8 WAYS TO BREAK THROUGH THE ONLINE RETAIL CLUTTER WITH VIDEO 1Ooyala’s cutting-edge technology helps you earn more, learn more, and turn online video into bottom-line results.If you’re ready to succeed with video, today and in the future, Ooyala is the innovative partner you need.WWW.OOYALA.COM • SALES@OOYALA.COM • 650–366–9252 • 1-877-3-OOYALA

Retail site visitors who watch video spend two minutes longer per visit than nonviewers.

In motion how-to’s: Educate new customers and encourage 'buying and trying,' so there are no surprises when FedEx arrives.

Cabela’s shows how durable and roomy a tent can be, even in extreme conditions, as the tent is pitched right before viewers' eyes.

REI demonstrates how to adjust a backpack. Close-up views show the precise angles and adjustments that make for a true, comfortable fit.

Customer support: Take care of buyers after the purchase to build their trust in your brand.

Dell uses video to show how to troubleshoot complex hardware problems. Consumers no longer have to pull out a product manual or struggle with audio cues from a customer support call—it's all right there on video.

Virgin Mobile video stars two quirky characters who help buyers make the most of their mobile phone features, keeping them entertained as they get the support they need.

2. CAPTURE CONSUMERS ON THE MOVEConsumers today are are savvy mobile phone, tablet, and computer users, so they shop wherever they are. To stay ahead of the curve, your brand experience needs to be viewed seamlessly across all these devices. Messages like "video buffering" or "not compatible with this device" will turn viewers off in no time. To capture shoppers on all devices, your brand needs a fast-loading video player with adaptive bitrate streaming.

Build a multi-device strategy (tablets included) for your videos. Make sure your video technology can give a quality viewing experience to every consumer, wherever they are.

8 WAYS TO BREAK THROUGH THE ONLINE RETAIL CLUTTER WITH VIDEO 2Ooyala’s cutting-edge technology helps you earn more, learn more, and turn online video into bottom-line results.If you’re ready to succeed with video, today and in the future, Ooyala is the innovative partner you need.WWW.OOYALA.COM • SALES@OOYALA.COM • 650–366–9252 • 1-877-3-OOYALA

Over half of tablet owners say they use their tablets more to shop than their smartphones.

3. BE DISCOVERABLE Since it's a jungle out there, how do shoppers today find you? They start their detective work on Google or Bing, typing in the product they want and looking to see what pops up. When indexed properly, your videos are 50 times more likely to appear on the first page of Google search results than any given text content.

But nearly half of retail sites still don't index their videos.

That’s a missed opportunity to grab the spotlight. To make your video content discoverable, choose a centralized video platform that helps you tag video with important keywords that are indexed automatically for search engines to find.

4. BE SHARED AND BE SEENConsumers share video far more often than they share articles or web pages. Video is more fun! So give your customers the power to share or embed videos on their blogs or related sites. With the right technology, including a video management system, your brand can publish your videos easily on YouTube, Facebook and your own website, then track your content and viewing patterns in one centralized location. To find out what resonates with consumers, see which videos they share.

5. FIND GEMS IN EMERGING MARKETS

Is your brand getting a bite of this business -- nearly half of all global sales? Video helps your brand reach new buyers in emerging markets that may be more powerful than you realized. These hidden gems can be found if your analytics reports track video down to the city level, worldwide. When you know who's watching, you can offer targeted content and products to those far-flung buyers.

Bonus: the right video platform will give you closed captioning that auto-detects the viewer’s location and native browser language, so you truly reach everyone.

8 WAYS TO BREAK THROUGH THE ONLINE RETAIL CLUTTER WITH VIDEO 3Ooyala’s cutting-edge technology helps you earn more, learn more, and turn online video into bottom-line results.If you’re ready to succeed with video, today and in the future, Ooyala is the innovative partner you need.WWW.OOYALA.COM • SALES@OOYALA.COM • 650–366–9252 • 1-877-3-OOYALA

Developing countries now represent 42% of global retail sales.

6. LEARN THE SECRETS THAT KEEP THEM COMING BACKAs your video library grows, you'll learn what kind of content resonates with your customers. Maybe they like 2-minute videos more than 5-minute videos. Maybe they prefer certain narrators, enjoy humor, or would rather watch real-life examples over staged product demos. A video platform that analyzes engagement will show you where your consumers are dropping off and what keeps them begging for more. And the longer they stay on your site, of course, the more likely they are to buy.

Of course branding is key, but be careful not to over-brand. Remember that you're wooing the kings of the jungle, not overpowering them. If shoppers feel you're trying to hard-sell them, they'll disappear.

7. CLICK TO CONVERT Boost engagement by adding click-to-purchase features to your video, so shoppers can buy it the moment they see it. “Buy now” buttons turn engagement into sales. Be sure viewers can hide the feature easily or move the button to a non-invasive area of the player, so your great viewing experience isn't interrupted.

The more freedom of choice you give your customers,the more free they will feel to buy.

8. LET A PARTNER HANDLE THE HEAVY LIFTING

It's clear that consumers have really started to expect video online as they grow accustomed to watching video from services like Hulu and Netflix on all their daily devices.

The beauty of video platforms like Ooyala is that you can focus on what you do best: creating great content for your customers. You don't need to worry about how to deliver streaming video to all kinds of devices and connections, manage your video library, measure results, or publish to all the sites on which you need to have a presence. That's taken care of.

Look for a partner who will be quick to innovate with you as your retail strategy grows. Do they have extended offerings like live-streaming, click-to-purchase, and new ways to create channel T.V. experiences? Ask potential partners how they innovate and how often they release new features.

Make sure your video partner can help you measure down to the city level, as well as drill down into viewership across devices, demographics, and levels of engagement. That's where real consumer insights are born. Their video analytics should integrate smoothly into your existing site analytics systems, like Omniture, ComScore or Visible Measures.

Yes, it's a jungle out there. But these eight tips will help make sure that online video enhances your brand and brings hungry consumers back for more.

8 WAYS TO BREAK THROUGH THE ONLINE RETAIL CLUTTER WITH VIDEO 4Ooyala’s cutting-edge technology helps you earn more, learn more, and turn online video into bottom-line results.If you’re ready to succeed with video, today and in the future, Ooyala is the innovative partner you need.WWW.OOYALA.COM • SALES@OOYALA.COM • 650–366–9252 • 1-877-3-OOYALA

Consumers are4 times less likely to share a video that is branded too heavily.

46% of US multi-channel retailers identified video as one of the rich media features they use to drive online sales.