Sales Conversion Is Higher When Using Video - Some Interesting Cases
Are you an e-retailer and you are not using video? Ooops, time to move in, my friend.
There is an increasing interest from e-commerce companies to use video as a way to increase sales.
Some samples:
- Zappos.com -which was acquired by Amazon- plans to produce 50,000 videos to help market its goods in 2010.
- Brightcove is beginning to cash in on e-commerce companies using video. This company has signed up a deal to enable video uploads and management for Rakuten, the largest e-commerce site in Japan.
- Thomas Pink uses video to sell and promote their traditional British shirts. In Pink TV they show up how to tied the perfect Bow Tie or Windsor knot, among many How To's clips.
- Marks & Spencer TV another great video initiative.
- Shopflick, the main video marketplace for independent boutiques.
Examining a bit closer Zappos, we detect how they use video for product demos, to open a window into the corporate culture, and as instructional guides.
Zappos has also started creating boutique sites with videos for customers like Nike.
It is also interesting to see how they are finding new ways to connect with its customers. For instance, on their corporate blog they feature anything from employees singing to a Pet Supply donation drive, or two women talk about trends for the holiday seasons.
To help reach its goal of 50,000 videos next year, Zappos is building out ten studios in both its Kentucky and Las Vegas offices, and will have three or four full-time staffers at each studio.
Zappos view is that "video is going to be huge for us in 2010".
To me, the key question is sales conversion is higher on products that have accompanying clips? My answer: no doubt given how cheap videos are now to produce. Zappos.com disclosed that videos' cost is anywhere from $17 to $50 per clip to create.
