Comments on: Adventures in Ecommerce Video: 3 Etailers Share Stories from the Trenches http://www.getelastic.com/adventures-in-ecommerce-video-3-etailers-share-stories-from-the-trenches/ #1 Subscribed Ecommerce Blog Sat, 20 Mar 2010 05:07:07 +0000 http://wordpress.org/?v=2.9.1 hourly 1 By: Mike Darnell http://www.getelastic.com/adventures-in-ecommerce-video-3-etailers-share-stories-from-the-trenches/comment-page-1/#comment-18031 Mike Darnell Sun, 13 Sep 2009 22:46:29 +0000 http://www.getelastic.com/?p=3299#comment-18031 Hi Linda, First I'd just like to say WHAT A GREAT POST! Informative, intelligent, interesting... : ) I guess there's nothing surprising in the fact that we've discovered the major barrier to entry for most small to medium retailers is not that they aren't aware of the potential video has for their business, but rather their perception that producing video is a costly & complicated enterprise. Frankly in many cases this is a very justifiable concern... We believe bringing down the cost of video production to a rate affordable for any vendor, together with providing retailers tools for measuring the exact ROI on their investment, as indeed your panel members seem to be doing, are the key factors that will lead to an increase in the proliferation of online ecommerce videos. By automating the process of creating video we've discovered that we're able to deliver cost effective videos within 24 hours from initial contact by a retailer. This fast turnover comes at a "cost" - Our automated video service creates videos composed solely of still images & feature slides. Whatever one's intuitive reaction might be to automated video as a solution for ecommerce, the results we're seeing & hearing from our clients are very much inline with the numbers you reported. Roy Hessel, CEO of EyeBuyDirect.com attributes an overall 30% increase in conversion rates to videos we provided like this one - http://bit.ly/176Y9l (source - http://www.internetretailer.com/article.asp?id=31655 ) Not bad for an automated video platform... ;) Cheers, Mike http://Treepodia.com @treepodia Disclaimer - Treepodia is a vendor specializing in providing automated video solutions for ecommerce. Hi Linda,
First I’d just like to say WHAT A GREAT POST!
Informative, intelligent, interesting…
: )

I guess there’s nothing surprising in the fact that we’ve discovered the major barrier to entry for most small to medium retailers is not that they aren’t aware of the potential video has for their business, but rather their perception that producing video is a costly & complicated enterprise. Frankly in many cases this is a very justifiable concern…

We believe bringing down the cost of video production to a rate affordable for any vendor, together with providing retailers tools for measuring the exact ROI on their investment, as indeed your panel members seem to be doing, are the key factors that will lead to an increase in the proliferation of online ecommerce videos.

By automating the process of creating video we’ve discovered that we’re able to deliver cost effective videos within 24 hours from initial contact by a retailer. This fast turnover comes at a “cost” – Our automated video service creates videos composed solely of still images & feature slides.

Whatever one’s intuitive reaction might be to automated video as a solution for ecommerce, the results we’re seeing & hearing from our clients are very much inline with the numbers you reported. Roy Hessel, CEO of EyeBuyDirect.com attributes an overall 30% increase in conversion rates to videos we provided like this one – http://bit.ly/176Y9l (source – http://www.internetretailer.com/article.asp?id=31655 )

Not bad for an automated video platform… ;)

Cheers,
Mike
http://Treepodia.com
@treepodia

Disclaimer – Treepodia is a vendor specializing in providing automated video solutions for ecommerce.

]]> By: Justin Foster http://www.getelastic.com/adventures-in-ecommerce-video-3-etailers-share-stories-from-the-trenches/comment-page-1/#comment-18029 Justin Foster Sat, 28 Mar 2009 00:42:38 +0000 http://www.getelastic.com/?p=3299#comment-18029 @ Louise - I actually have not seen this as being true in several cases, though I'm sure there are times when this practice applies. Certain types of considered products that are complex and require more explanation of feature/benefit (e.g. pricey consumer electronics) can actually perform better with longer form content >1min in length that provide ample time to describe the product. Other types of products, such as jewelry, may succeed with a 15 second clip or less. I actually would also like some additional context for the Comscore and Hitwise reports as well. Consumers tend to have different expectations for video content quality depending on the content producer. For example, consumers that create product reviews, how-to, or even promotional videos may come off as more "authentic" and trustworthy, and I do not believe consumers (in general) have the same expectation for quality of UGC vs. retailer or manufacturer produced video content. At any rate, it's definitely an evolving area and we'll continue to see best practices emerging here as e-commerce sites become more sophisticated in their use of video across channels. @ Louise – I actually have not seen this as being true in several cases, though I’m sure there are times when this practice applies. Certain types of considered products that are complex and require more explanation of feature/benefit (e.g. pricey consumer electronics) can actually perform better with longer form content >1min in length that provide ample time to describe the product. Other types of products, such as jewelry, may succeed with a 15 second clip or less. I actually would also like some additional context for the Comscore and Hitwise reports as well. Consumers tend to have different expectations for video content quality depending on the content producer. For example, consumers that create product reviews, how-to, or even promotional videos may come off as more “authentic” and trustworthy, and I do not believe consumers (in general) have the same expectation for quality of UGC vs. retailer or manufacturer produced video content. At any rate, it’s definitely an evolving area and we’ll continue to see best practices emerging here as e-commerce sites become more sophisticated in their use of video across channels.

]]> By: Linda Bustos http://www.getelastic.com/adventures-in-ecommerce-video-3-etailers-share-stories-from-the-trenches/comment-page-1/#comment-18027 Linda Bustos Tue, 10 Mar 2009 15:47:20 +0000 http://www.getelastic.com/?p=3299#comment-18027 I've learned my lesson. I prepped this post in Microsoft word and the cut an paste to Wordpress left spaces in the link formatting, breaking the links. My bad. Thanks for the heads up. Also, sorry your comment was caught in the spam filters for a bit, the Akismet seems to choke on comments with more than one link in them :( I’ve learned my lesson. I prepped this post in Microsoft word and the cut an paste to Wordpress left spaces in the link formatting, breaking the links. My bad. Thanks for the heads up.
Also, sorry your comment was caught in the spam filters for a bit, the Akismet seems to choke on comments with more than one link in them :(

]]> By: Linda Bustos http://www.getelastic.com/adventures-in-ecommerce-video-3-etailers-share-stories-from-the-trenches/comment-page-1/#comment-18025 Linda Bustos Tue, 10 Mar 2009 15:45:06 +0000 http://www.getelastic.com/?p=3299#comment-18025 @osCommerce that's an easy test - most video platforms including Youtube provide stats including where in the video on average a viewer stops watching. I'd also imagine it depends on the content. If the content is engaging and really explaining the product, I'd hope our attention spans are not that bad :) @osCommerce that’s an easy test – most video platforms including Youtube provide stats including where in the video on average a viewer stops watching. I’d also imagine it depends on the content. If the content is engaging and really explaining the product, I’d hope our attention spans are not that bad :)

]]> By: Linda Bustos http://www.getelastic.com/adventures-in-ecommerce-video-3-etailers-share-stories-from-the-trenches/comment-page-1/#comment-18023 Linda Bustos Tue, 10 Mar 2009 15:43:11 +0000 http://www.getelastic.com/?p=3299#comment-18023 That's interesting (and current) information Louise, thanks for sharing. I think it's also important to have video that streams well also, that might be more important than professionally shot video. People are still impatient :) That’s interesting (and current) information Louise, thanks for sharing. I think it’s also important to have video that streams well also, that might be more important than professionally shot video. People are still impatient :)

]]> By: louise http://www.getelastic.com/adventures-in-ecommerce-video-3-etailers-share-stories-from-the-trenches/comment-page-1/#comment-18021 louise Tue, 10 Mar 2009 12:24:15 +0000 http://www.getelastic.com/?p=3299#comment-18021 You need to get your message over in the fastest way possible. The shorter the video therefore is always better, otherwise people are likely to get bored. Current reports (March 09) from Hitwise and Comscore also show that professionally shot videos hold attention better than cheap ones and are more likely to increase conversions/slaes. This is because people expect to see high quality viewing these days and are more likely to continue to watch and absorb the information. <a href="http://www.ossian.tv" rel="nofollow">Loui</a><a href="http://www.elan-medical-clinic.co.uk" rel="nofollow">se </a> You need to get your message over in the fastest way possible. The shorter the video therefore is always better, otherwise people are likely to get bored.

Current reports (March 09) from Hitwise and Comscore also show that professionally shot videos hold attention better than cheap ones and are more likely to increase conversions/slaes. This is because people expect to see high quality viewing these days and are more likely to continue to watch and absorb the information.

Louise

]]> By: osCommerce Templates http://www.getelastic.com/adventures-in-ecommerce-video-3-etailers-share-stories-from-the-trenches/comment-page-1/#comment-18019 osCommerce Templates Tue, 10 Mar 2009 00:57:51 +0000 http://www.getelastic.com/?p=3299#comment-18019 I know that video is a great way to promote one's product. But I'd like to know what is more effective a lengthy video or a short and concise video? I know that video is a great way to promote one’s product.

But I’d like to know what is more effective a lengthy video or a short and concise video?

]]> By: Xavier Casanova http://www.getelastic.com/adventures-in-ecommerce-video-3-etailers-share-stories-from-the-trenches/comment-page-1/#comment-18017 Xavier Casanova Mon, 09 Mar 2009 20:56:31 +0000 http://www.getelastic.com/?p=3299#comment-18017 @Linda Thanks for this excellent article. There is a lot of energy and innovation in the video commerce space and captured a nice slice of it. One of the biggest surprises for me was talking to retailers at eTail was the "other" ROI proof point for video -- drastic reduction in return rates. I'm not sure this is true for all products, but in these challenging economic times I suspect this will become an important part of the story. @Linda

Thanks for this excellent article. There is a lot of energy and innovation in the video commerce space and captured a nice slice of it.

One of the biggest surprises for me was talking to retailers at eTail was the “other” ROI proof point for video — drastic reduction in return rates. I’m not sure this is true for all products, but in these challenging economic times I suspect this will become an important part of the story.

]]> By: Justin Foster http://www.getelastic.com/adventures-in-ecommerce-video-3-etailers-share-stories-from-the-trenches/comment-page-1/#comment-18015 Justin Foster Mon, 09 Mar 2009 20:43:33 +0000 http://www.getelastic.com/?p=3299#comment-18015 @Linda, A lot of the links seem to be broken in this post? @Andreas, for examples of ROI check out a couple of whitepapers I wrote for the VCC: http://video-commerce.org/Video_Commerce_and_ECommerce_Video_Disruptive_Innovations_in_E-Commerce.pdf http://video-commerce.org/Building_an_Effective_Video_Commerce_Strategy_2.pdf Or a PPT "The ROI of Online Video" from a webinar we did with the VCC on Jan 22 2009: http://www.slideshare.net/liveclicker/video-commerce-consortium-roi-of-online-video-webinar-presentation Justin @Linda,

A lot of the links seem to be broken in this post?

@Andreas, for examples of ROI check out a couple of whitepapers I wrote for the VCC:

http://video-commerce.org/Video_Commerce_and_ECommerce_Video_Disruptive_Innovations_in_E-Commerce.pdf

http://video-commerce.org/Building_an_Effective_Video_Commerce_Strategy_2.pdf

Or a PPT “The ROI of Online Video” from a webinar we did with the VCC on Jan 22 2009:
http://www.slideshare.net/liveclicker/video-commerce-consortium-roi-of-online-video-webinar-presentation

Justin

]]> By: andreas.wpv http://www.getelastic.com/adventures-in-ecommerce-video-3-etailers-share-stories-from-the-trenches/comment-page-1/#comment-18013 andreas.wpv Mon, 09 Mar 2009 20:32:53 +0000 http://www.getelastic.com/?p=3299#comment-18013 Nice abstract. Video can be very effective, but the length and quality of the video must fit to the needs of the target group in that particular moment. Looking for a first impression? Shiny and short. High tech for the geek? Longer, detailed and not too fancy. What I miss is the ROI in the article. The first example is an indication of the cost.... let's assume 200 K. Does that pay off? Is the increase in earnings (not sales!) this big? Nice abstract. Video can be very effective, but the length and quality of the video must fit to the needs of the target group in that particular moment. Looking for a first impression? Shiny and short. High tech for the geek? Longer, detailed and not too fancy.

What I miss is the ROI in the article. The first example is an indication of the cost…. let’s assume 200 K. Does that pay off? Is the increase in earnings (not sales!) this big?

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