As Halloween approaches, costumes, candy, and fun ensue! However, Halloween also means that the Holiday shopping season is about to rear its aggressive and ugly head.
To all online retailers, make sure to prepare your sites to optimize conversion and attract more consumers this year. If you are asking “How?”…. the answer is eCommerce video. Let Invodo show you how true, authentic, and feature focused product videos can increase your conversion rates as well as provide your customers with a rich media experience.
Retailers – In the interim of syndicating video to your retail website, check out some fun costumes worn by Invodians ranging from a raccoon to a lion tamer, and even a product video! (yes that’s me.)
After spending all day shooting product videos and increasing conversion rates for online retailers, we Invodians need a little respite from such arduous work. Therefore, the other day we congregated at Austin’s Shuck Shack and put down some shrimp and Lone Stars. For companies out there searching for fun ideas or product videos…. Invodo is your eCommerce video and fun solution!
One of the things that differentiates eCommerce video from those old-fashioned things called television commercials (remember them?) is a tone of trustworthiness.
Consider the trust index below from today’s eMarketer. Friends and family top the list – no surprise, and a good reason to include social marketing as part of the mix. But when it comes to placing eCommerce video on product pages to drive conversion, you simply can’t include everyone’s friends and family.
At the bottom of the list are television presenters and celebrities. (We suspect that animated slide show “product videos” would rank even lower). If you use television-commercial techniques or celebrity endorsements as part of your eCommerce video strategy, you’re using the least trustworthy tone and presentation. A store assistant, according to the chart below, is rated as 30% more trustworthy than a TV pitchman or celebrity.
So stop putting off launching an eCommerce video initiative because talent is a barrier. It’s not. You don’t need Tiger Woods to demo your products. The talent you have – your product managers, your best sales reps, your business managers – will build trust more effectively than any celebrity could. eCommerce video is about driving conversion. This is one course where you have it in you to outdrive Tiger Woods.
We are rapidly turning Craig into a blogger! In addition to blogging here, he’ll contribute posts regularly to the Video Commerce Consortium blog. The VCC’s mission is advance the use of video in eCommerce, placing them on the vanguard of thought leadership in the space. Craig’s first VCC post is up, focusing on the economic aspects (specifically, “who pays”) of video commerce. Many thanks to Justin Foster and the VCC for inviting us to join the conversation!
The title pretty much sums it up.
The way to make effective eCommerce video that online users will watch is to keep them simple, short, and informative. Jason Kincaid of TechCrunch recently wrote, “The Underutilized Power Of The Video Demo To Explain What The Hell You Actually Do.” Because most information hunters are quite lazy, especially consumers, it is hard for companies to convey their entire value proposition through just text.
Therefore, why write what you do when you can show it through video! Video has far more advantages than a block of copy. If done correctly, video can be interactive, engaging, serve as an additional branding opportunity, and better convey a message that could take 5 pages of text to communicate. And let’s be honest….. who is going to visit a website and read 5 pages vs. watch a video?
In order to jump the “lazy hurdle” and break through online noise, companies and brands should utilize video to educate and engage their audiences. As Invodo has previously defined here, eCommerce video is the ideal tool for brands to use to explain their products to consumers and increase online sales. Sure, eCommerce video might not have all the glitz and glamour that highly produced commercial content does, but that is what makes them work. Consumers don’t want to be sold to, they want to be informed.
To be effective, utilize eCommerce video that is authentic and feature focused and stick it on a product description page! You inform the consumer at the point of purchase therefore selling to them under the guise of a thoughtful and nice manufacturer who was so kind to put up such a beneficial video.
If you K.I.S.S. and place videos in the appropriate location, you will be able to fully utilize the power of video. Check out how Invodo can help and be a complete video solution for both manufacturers and retailers.
The Invodo blog has been bringing you news and entertainment for the last 18 months, and I’ve finally been able to convince our marketing team to let me join the fun. I’ll be blogging about business in general, video specifically, along with whatever pops into my mind.
Since this is my first post, I’m going to write about why I first decided to join Invodo at the beginning of the year. I’ve always been interested in how the internet and technology are changing the way people find, learn about, and ultimately buy products. This curiosity is what led me to jump into the internet in the first place when I joined GoTo.com back in the nineties – - for those of you who don’t know, GoTo invented paid search and Google later copied the model to make billions!
Anyway, the point is that the internet is enabling businesses to constantly improve the way products are marketed to consumers. Video enables companies to take this to an entirely new level. With video, businesses are able to provide a knowledgeable, virtual sales person right when the consumer needs it …. on the product page when he or she is deciding whether or not to put the product in the shopping cart. Just imagine how great life would be if you never had to search for help at a Home Depot store because someone was with you ever step of the way!
So when I learned about Invodo and how it was bringing product videos to online retailers, I knew this was a company that would provide tremendous value to manufacturers and the online retailers who sell their products. With typical online sales conversion rates of 1-3%, every tenth of a percentage point increase is gold to retailers. And I saw Invodo as a company that would enable manufacturers and retailers to mine the gold. That’s why I joined Invodo!
Online video is everywhere. YouTube and similar platforms have made posting and distributing video content easy, fast, and fun. With over 75% of online users watching online video, the viewing audience is massive and appealing to content generators.
Even with aggregate video sites, there is still some ambiguity on how to utilize online video for B2C purposes. Almost 70% of consumers compare products online thus creating a market ready and willing to receive pertinent information to help drive purchase decisions. Invodo has found that eCommerce video is the answer and solution to delivering said information to increase sales and conversion on retail sites. However, implementing video for an eCommerce application has many unknowns.
What kind of video drives conversion and sales?
What is the best implementation of online video on an eCommerce site?
What is the upkeep and cost of hosting, streaming, and managing content?
Invodo has developed an innovative video platform that answers these questions and solves the problems inherent in syndicating video content in a B2C scenario.
eCommerce Video increases product sales and online conversion by demonstrating key product features while creating an engaging personal shopping experience. In essence, an eCommerce video is a virtual salesperson explaining products to online shoppers at their point of purchase. eCommerce video should be enticing, authentic, personable, to the point, feature focused, and targeted.
As for implementation, embedded is the way to go. Statistics have shown that 80% of consumers will watch a product video when it is directly embedded into a page resulting in 30% higher conversion rates for that product. Pretty compelling for online retailers.
Upkeep and cost of creating content then hosting, streaming, and maintaining it can be very expensive. By utilizing a platform, such as Invodo, you don’t have to worry about any of the headaches or costs. We use a top tier CDN to ensure that there are never any issues with content delivery.
Online video is here to stay. In order benefit from video, you have to consider your video needs and how to best satisfy them. Invodo offers manufacturers and online retailers a turn key video solution designed to increase sales and conversion rates as well as provide a rich media experience to online audiences. The time is now to learn about eCommerce video, love it, and embed it!
Statistics have shown that 80% of consumers will watch a product video when it is directly embedded into a page. More importantly, conversion rates for that product tend to be 30% higher after viewing the video. In the end, an embedded video player makes sure more people click to watch your videos, improving your chances they’ll actually buy your product.
I can not imagine a cooler use for streaming video! Watch NASA bomb the moon on NASA TV.
But then, increasing your conversion by 30% or more might be an even bigger bang, if you’re an online retailer. We didn’t bomb the moon, but we shot some great videos to prove our ability to drive conversion for a major sporting goods retailer. Check them out here.
If you are a consumer, it may feel a bit early to be thinking about the holiday season. But if you’re an online retailer, it’s late in the game. Very late. So don’t panic. Because you’ve planned and prepared. And because you’ve got these links at hand. 85% of consumers plan to shop online this year, according to Internet Retailer. And, in the face of flat holiday budgets, dollars spent offline last year are shifting online this year. So seize the opportunity!
SmartCompany has a useful article on ‘10 Ways to Prepare Your Website for Christmas.’ Because the focus is on small business, many of the suggestions are basic blocking and tackling that can be implemented quickly – even for a large retailer. A quick SEO tuneup and ensuring that gift certificates are well merchandised are two of the higher-payoff ideas.
The NRF’s 2009 Holiday Survival Kit is another resource to have on hand. It gives insight into shoppers’ motivations for shopping online. It’s no big surprise that convenience and ease of comparison are drivers, but savvy merchants will check their merchandising to remove as much friction as possible in order to effectively convert convenience-driven shoppers. And you have your Cyber Monday specials already planned – right? If not, you’re missing one of the big lessons from the report.
Does eCommerce video play a role in all of this? You bet. Video is one of the better SEO plays, and every visitor counts in this environment. It’s also a proven conversion driver, as we’ve documented many times before. If dollars are close to flat, anything that can be implemented quickly to impact conversion is a no-brainer. With a library of over 20,000 product videos, odds are good that we can get video up for your critical products even on this tight timeframe.
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