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Multiplying Revenues from E-Commerce Video2010 Liveclicker Video Commerce Webinar Series
Tweet using hashtag#videocommerce
Follow us on Twitter!@videocommerce
Presented by:Justin FosterCo-Founder/VP Market Development Liveclicker
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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
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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?
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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
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Creating Successful Product Videos
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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
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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?
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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
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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?
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Creating Successful Product Videos
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Creating Successful Product Videos
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Creating Successful Product Videos
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Creating Successful Product Videos
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Creating Successful Product Videos
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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
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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!
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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?
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Scaling Product Video: Best Practices
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Scaling Product Video: Best Practices
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Scaling Product Video
Manufacturer Video, Semi-Automated Production
Auto-Video (Long Tail Products)
Vendor Marketing, Tight Production Control
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Scaling Product Video: Best Practices
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Video SEO Best Practices
1. Metadata is still king with video SEO
2. Transcriptions, permalinks, downloadable content among the most effective techniques
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Optimizing Videos for SEO
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Optimizing Videos for SEO
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