Head of E-commerce at DUO
26 January 2009 14:29pm
Hi there E-consultancy people,
We are a specialist footwear retailer with a unique proposition, so are looking at the value of adding video to our homepage, to explain that proposition and to decrease bounce rate - e.g.
Does anyone have any views on whether this works - any links to any research on how video decreases bounce rate?
Any thoughts appreciated
Technical Project Manager (MBA, MBCS, CITP, CEng) at Naxtech.com
26 January 2009 17:00pm
I would not necessarily say that video increases or decreases bounce rate. From my experience I would say that it's all very relative.
Some may view it as an annoying feature on a website and may just leave. On the other hand, a video could also provide some very useful information and a better insight into a product or service, which in turn could lead to securing a purchase.
With that in mind, I would say that a video does not imply improvement or the opposite. It often all comes down to the way you do it, etc... ...in other words the way that you apply the concent.
I think the general aim is to try and avoid having an "annoying" video and provide something which will attract the visitor or help them with their choice. Put yourself in the visitor's shoes and see how you feel when you view those videos on the various retail websites.
I hope the above help.
Deniswww.naxtech.com - web development and organic seo
E-Business Consultant at Dan Barker
26 January 2009 18:00pm
hi, Gareth, how are you?
Every site is different, every audience different. I expect though, for most markets, you could make this work: Less a question of 'will video work?' than 'will THIS video work?'
For example, Gary Vaynerchuck has built a little empire based on this: http://tv.winelibrary.com/ .
In your wider market, Sneaker Freaker does a nice job of displaying their/third party videos: http://www.sneakerfreaker.com/videos/
For each of those, I'm sure there're many others that have been ineffective.
For you in particular (both my mother & sister own duo boots!) I expect you could do something which would work really well. Couple of ideas might be:
As yours is a 'bespoke' product, think the 2nd & 3rd would work really well to differentiate you from bog-standard boot peddlers.
If you do decide to try, I have used this guy in the past for filming/editing for the web: http://www.matthewscholes.co.uk/
Hope that's useful!
Owner at Digital Juggler
28 January 2009 17:17pm
Here's a link to research from the US which is highly relevant
Video is proven to reduce bounce and increase stickiness and also conversion but only if highly relevant.
Does the video ad value on a homepage, or does it distract people from getting to where they need to be?
I like the idea of Dan's 2. and 3. above - giving the customer real value in watching the video.
You could build a video library that is searchable on the site and create a new page for product video, as well as linking from your product info pages. You could also then set-up a YouTube channel and add all your video content there to increase exposure. A good example of this is Maplin http://uk.youtube.com/user/MaplinTV
My advice is not to make a change without measuring it. Stick in Google Optimizer and test your current homepage against a video homepage. Check the metrics and whichever performs best, roll with.
Hope that helps.
VP Sales & Marketing at http://vzaar.com/
02 February 2009 18:12pm
Here is a link on how video can boost your Google rankings. I work for a company called http://vzaar.com We are a video platform for businesses who want to add video to thier site in a professional unbranded video player.
To read more on how video can help with search and drive conversion read this summary http://vzaar.com/blog/2009/01/video-search-marketing and pay special attention to the report conducted by Forrester called titled, "The Easiest Way to a First-Page Ranking on Google."
Solutions Advisor at Contrast Design
05 February 2009 16:16pm
We are a multimedia production and design company specialising in high quality video for the web. If you would like to take a look at a couple of links below you will see how effective videos can be;
www.contrastdesign.co.uk/ (click on the videos in the carousel below)
I agree with Dan, it's 'what message does the video get across' that is important. If it helps explain what you are offering and guides visitors to make a decision to purchase, then the potential benefits could be enormous.
Although I don't have any stats on bounce rates, I can tell you from a personal opinion that web users don't have much patience. A video can get the message across much faster than static text, it is more compelling and is a visual stimulant, as long as it is kept relatively short, or broken down into sections of relevant information.
The only way to lower your bounce rate is to have an effective call-to-action. Quite often people bounce because they look on the page and there's nothing else for them to do except leave.
Consultant at Flimp Media
17 March 2009 10:09am
Loads of research at www.webvideomarketing.org is a fascinating site dedicated to web video for direct marketing and promotes best practice.which
Once you have your video content you can really maximise its value through using web video landing pages which use the video content to create ads in rich media with calls to action and special offers, which are then distributed as campaigns to attract target audiences to view your offers and respond.
Apparently web video can typically attract up to 7 times greater response than conventional campaigns because it is 20 times more likely to be viewed than standard text and graphics.
the actual product you use to create the landing pages is called FLIMP- FLash Integrated Marketing Platform - more info at www.flimp.net
The SEO Best Practice: Index Inclusion Guide is part of Econsultancy's renowned SEO Best Practice Guide and is has been created with the help and frontline insight of globally-esteemed SEO practitioners, in order to give you the edge in your natural search marketing activity.
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