Video Selection Strategy Part II: Selecting SKUs for Maximum Results

In Part 1 of this video strategy series, I discussed how to get started on narrowing down your choices for types and placements of videos. Remember, when you’re doing a test or pilot program with a finite number of videos, the first tip is to choose one product category. Focusing on a single category increases the likelihood that that site visitors will have the opportunity to view a video, yielding better and broader data for future decision making. In Part 2, I’ll offer some specific advice around choosing the products to shoot videos for.

1) Product complexity

If a product is complex and has many functions and features for the buyer to consider, it is ideal for video. Invodo conducted a test program with a leading office supply retailer. In the test, videos were produced for complex products such as office furniture and technology as well as for common office supplies such as sticky notes and file folders. The test revealed that online shoppers viewed the videos for the complex products at a significantly higher rate. Conversions followed views with those products seeing a higher lift in conversion percentage. Logic would dictate that if the product is familiar and easy to buy, it probably doesn’t need a video.

Another customer, BizChair.com, wanted to give their online shoppers an experience that is as close to a physical interaction with their products as possible. The result? Customers who view video have average cart values that are more than $50 higher than shoppers who don’t watch video.

2) Popularity

One of the keys to getting impact out of your video investment is to increase the likelihood that the videos will be viewed. Internet Retailer reported that online shoppers who viewed videos were 85% more likely to buy. It stands to reason that you would want to do everything you could to get videos in front of your shoppers. One way to do that is to place videos on pages that already get high traffic – your most popular, high-volume sellers.

Also, consider which products will be heavily promoted through marketing and advertising campaigns. An ad, email campaign or home page rotator can drive interest and increased traffic to specific pages. Make it pay off by adding video to those pages.

3) Price and Profit margin

As product price increases, the amount of research done by the consumer also increases. Here you can offer a helping hand early in the research process by providing rich content that educates and engages.

To maximize the ROI of your video plan, include videos for high-margin products. Since video has been shown to increase conversion rates, start with products that already yield the most revenue.

4) Placement

Consider how shoppers will interact with your website and sprinkle videos throughout their natural visit pattern. For instance, many customers will shop an item using the site search feature on your website. Typically this will launch a category page relative to the search term.

Most of the time, these pages consist of thumbnail images with a product name and price. It can be very difficult for shoppers to compare one product to another with such limited information. Enhance shopping at this level by including a visible play call to action on products that have video. Clicking the play button can launch a player overlayed on the category page that will run the video and return to the category page when it is finished. Using this feature, shoppers can comparison shop several products at the category level without ever having to navigate to the product pages. It’s a great way to increase views and to provide your customers with powerful, decision influencing content early in the consideration phase.

Other areas to consider for video placement are landing and promotional pages which will benefit from increased traffic due to advertising. Finally, don’t forget the homepage. Video included in an image rotator for highlighted products will drive increased clicks and set the tone for the shopper that this is a site where video is an important part of the content strategy. The Home Depot is using this strategy on their homepage for products they are featuring during Black Friday. They employed a similar strategy last year and set company records for Black Friday and Cyber Monday.

Following these tips for product selection can help maximize what you learn and the results you derive from an initial video test program. They also work as you begin to scale the program across your entire website. For more strategy tips, sign up for our monthly eNewsletter. Each edition features video news, industry trends and tips to keep you in the know on everything eCommerce video.