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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...
With the festive break all but a distant memory, we have taken the opportunity to look back at our stats across the network for the run up to Christmas as well as the post Christmas sales.
As a company running affiliate campaigns for around half of the UK’s largest retailers as well as over 1,000 SMEs, we are able to interrogate our data to provide some insights into general retail trends over the Christmas and New Year period.
There were a number of predictions and subsequently reports of the largest online shopping days and in this post we are able to look across our advertiser base to identify the peak trading periods.
With consumer behavior shifting and mobile commerce playing a more prominent role, we also look at the device trends during this time.
With JUMP coming up in New York on January 30, 2013, we're very interested in what is happening in the world of integrated marketing.
We're tired of companies working in independent silos and not having the conversations that can save them time and money, as well as create a better customer experience and help grow their business.
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.
With this in mind, here’s a round up of some stats showing how product videos have improved conversion rates for six online retailers...
Following are my personal thoughts on what will be interesting and important in the world of digital marketing and ecommerce for 2013. As is traditional for my trends, there are around seventeen of them.
I haven’t spent too much time on giving extensive justification for any of these; they are based largely on the many conversations I have with industry influencers and practitioners.
Many are really just notes, or bullet points, but I’ve tried to give links to further information if you want to delve deeper. They are in no particular order though I’ve started with the more ‘strategic’ stuff.
As ever, I’d be very interested to hear your thoughts, or feel free to post a link to your own trends or predictions.
Though the definition of social TV does expand beyond second screening to the advancement of technology in our TVs themselves and the interaction with programming, it still often relates to how consumers use their tablets and mobiles while watching traditional TV programming.
With the rise of video in 2013, it is only natural that we will continue to look at our relationship and interaction with all of our devices. As the use of mobile while watching TV is steadily increasing, 2013 may bring more overlapping content that moves beyond advertising.
As companies further embrace the need for content, video is becoming a bigger part of editorial calendars and content teams.
Gone are the days of shooting a 10 minute interview and slapping it up on YouTube. Consumers' tastes have become more sophisticated and short form video content has become our brain candy.
But what will 2013 bring the industry in terms of video?
The internet has become so integral to our everyday lives that even the most old-fashioned items on the Christmas 'to do' list have now been transformed.
So it's true that in some situations, we actually can't live without technology, but metaphorically speaking, could you have survived Christmas without it?
Here's my top 10 ways in which the internet changed Christmas in 2012:
YouTube is the most social of Google’s channels. `if you’re targeting niche markets, it can work well to drive targeted traffic to your site, for fairly low cost.
So much has changed on YouTube in recent months that it’s really worth another look for PPC.
It's also fairly straightforward: the hardest part is creating the video. Even that can be simpler than you think. You don’t always need a professional videographer, or a huge budget.
If you choose the right format and targeting method, simple things like customer testimonials, information and instruction videos can work really well.
The 21st century marketer needs an extensive toolkit. As well as the ‘standard’ skills of creativity, organisation and management, these days they also need to be web literate, social media savvy and equipped with basic data science skills.
Amongst all of these areas of technology competence one that is growing in importance, but is perhaps still misunderstood, is website testing.
Testing is the new intuition in site development and optimisation. Rather than relying on hunches, the modern web marketer will test potential changes to their site before deploying them thus, we are led to believe, ensuring their efficacy.
However, if all changes are now tested, how come we don’t all have perfect sites? If testing only tells us the truth, how come we still sometimes go down dead ends?
The answer lies not necessarily in the tests, but in the ways that they’re applied. We’ve seen thousands of testing processes run across a huge variety of sites and what’s struck us is that the issues that led to unsuccessful tests were common across industries.
This week shows the holiday spirit of a popular airline and a clothing line in our weekly showcase of The Dachis Group's Social Business Index. Our focus is on two well-known brands – Air France-KLM and H&M - as analyzed by Allison Squires at the Dachis Group.
We'll also take a glimpse at the top twenty brands on the Social Business Index, a real-time ranking of more than 30,000 global brands based on their performance in the social space, to see how the biggest brands in social are faring.