In order to improve conversion rates and limit the number of returns, ecommerce sites need to provide customers with as much information as possible about the products on offer.
While this can be achieved through the use of copywriting, images and user reviews, videos are potentially the most effective way of demonstrating a product to the customer.
I recently blogged six examples of retailers that used product videos to improve conversion rates, and we’ve also looked at best practice tips for product pages.
But the use of video isn’t limited to just displaying products. There are a number of different ways that ecommerce sites can use video to inform and educate their customers.
So here are eight different ways that video can be used in ecommerce...
Product videos are a great way to improve conversion rates online as they reassure the customer by helping them make an informed purchase decision.
One of the main problem with ecommerce is that you can’t hold the product in your hands before you buy it, which is why offering free returns is such a great selling point.
But video is also a great way to limit the impact of returns, as it gives customers a full view 360 degree of the product.
We've previously blogged best practice tips for ecommerce product videos, and recently looked at the rise of video in 2013.
With this in mind, here’s a round up of some stats showing how product videos have improved conversion rates for six online retailers...
Innovation. It's brought up in articles, at conferences and in board meetings. But how can we innovate in companies that still don't have the flexibility or the right mind set?
Julie Cottineau, former VP of Brand for Virgin USA, brought the idea that we are all entrepreneurs to Columbia University's Brite Conference this morning. Innovation isn't just for new businesses so how do we bring it to the heart of an established company?
Online footwear retailer Zappos has today launched an iPad app called Zappos Now, presented in the form of a digital lifestyle magazine.
It will be updated monthly, and allow users to shop directly from the app with free next business day shipping with no minimum order value.
Quick: what are some of the best way to acquire loyal customers? If you
look around online, you might draw the conclusion that providing
discounts makes the list.
Billions upon billions of dollars worth of coupons are distributed by
brands each year, and increasingly couponing is moving to the web, where
bargain-loving consumers have more power than ever to seek out the very
best deals available.
In June, YouTube announced that it had hit the 3bn views per day milestone and was receiving 48 hours of new video per minute, while Garner listed online video as one of the top ten strategic technologies for 2011.
But in the staggering jungle that is online video, what can US brands do to make sure their content and distribution plans work together as an effective strategy?
Here are my top five tips...
The internet has minted a fair share of millionaires. More than a
handful have made those millions buying and selling desirable domain
names. Starting with the sale of business.com for $7.5m in 1999, over
the years many domains have changed hands for sizable amounts -- six, seven and even eight figures.
That's not exactly surprising: domains have been likened to real estate,
and when it comes to building a brick-and-mortar business, it's all
about location, location, location.
Zappos knows what you did last summer. Or maybe what you did last time you were on the Zappos website. The shoe seller is just one of many companies that tracks customer activity online to serve more relevant advertising.
Such tools have has the ability to make product searches much easier online. But they also creep some people out. And behavioral targeters need to figure out the difference before regulators really start paying attention.
Think Zappos.com and you think not only of happy customers and happy employees, but also of an e-commerce site that's the poster child of a successful web business.
The architect of all this happiness and success is CEO Tony Hsieh who, in the wake of Zappos recent acquisition by Amazon has penned a book about the rise of his company, Delivering Happiness: A Path to Profits, Passion, and Purpose.
We caught up with Hsieh to find out how e-commerce has changed since he founded Zappos 11 years ago, and why companies should be fearless about social media and infusing their organizations with strong corporate values.
Perhaps no online retailer has acquired a reputation for customer
service quite like Zappos, which was acquired last
year by Amazon for more than $900m.
Reputations, of course, are difficult to acquire and maintain, but very
easy to lose. And for good reason: when something goes wrong, many
companies respond in ways that end up tarnishing their reputations. Last
week, a costly mistake put Zappos to the test.