With the Holiday season just round the bend you’re probably thinking about how to boost your conversion rates and adding videos to your site is one of the best ways to do that. Adding video to your site is no longer as complicated as it used to be, but there are a few points you need to consider to make sure your video solution matches your needs:
1) Video Production
Choosing how your videos will be produced is the most important choice you’ll have to make. You can opt to go with any one of the following methods, or a combination of a few:
- Create your own videos in-house
- Use your manufacturers’ videos (assuming these exist)
- Community videos & consumer generated content
- Outsource to a professional video production company
Automated product videos
Combining any existing videos you may have with automated videos is guaranteed to provide your site with the biggest Bang-for-your-Buck. You’ll get more videos for every $$$ than with any other production method. Further advantages are:
- Fast deployment – Automated videos for your entire catalog can be generated in a matter of hours, no matter how many products you offer.
- Dynamic – Videos are dynamically created so updating your videos with new products, prices & messages can be done easily and as frequently as required.
- Analytics – Platforms like ours include a built in analytics panel allowing that shows you how your videos are performing.
2) Content Delivery Network – CDN
When viewing entertainment videos we’re sometimes willing to tolerate slow streaming video but this is hardly the case when we’re watching commercial content. We all have zero tolerance for poorly delivered marketing materials. You must make absolutely sure that your video providers’ CDN is reliable no matter where your audience is located.
It’s always a good idea to make sure you have a clear understanding of what your paying for and why. We base our billing on a risk-free pricing model where you only pay for videos that were actually viewed by your audience. This type of pricing model is referred to as “Pay-Per-View” and is based on the same principal as Google’s Adwords “Pay Per Click” advertising.
4) Integration and Deployment
Integrating video into your site is as simple or complex as adding any other feature. Make sure you understand all the implications, be sure to run proper testing and have a plan for reverting back in case something doesn’t work as planned. The best methods for large scale video integrations are based on addition of code to your product page templates. A parameter for the SKU can be used to automatically match the right video to the right product. This type of implementation also means that adding new videos will not require internal resources.
5) Analytics and Stats
Access to actionable analytics is crucial for your success. It’s important you have a good understanding of how your new video component is contributing to your site’s overall performance. Be sure that your solution have a reporting tool offering you information on video views which you can then correlate to your sales data:
- Measurements for your video’s conversion rates
- Comparisons of CVR for visitors who watched video and those who didn’t
- Support for A/B testing of multiple video versions per product.
6) Offsite Video Syndication
Video portals have become so popular that Youtube is now ranked as the world’s 2nd most popular search engine and the 3rd most popular website. Syndicating your video content to these portals can give you excellent visibility and generate an increased awareness for your products and brands. Our platform syndicates your video content automatically guaranteeing that every video you generate will get the highest exposure possible.
7) Search Engine Visibility
Once you have video content you’re bound to want to utilize it for SEO purposes (otherwise you’re simply leaving money on the table…). Search engines give a higher value to pages with video content granting them priority placements ranking at the top of search results however search engines need help identifiying your video content via a “Dynamic Video Sitemap” – which is similar to a regular sitemap but dedicated to your video content. It gives the search engines descriptive information of your video content that makes it easier for users to find a particular piece of content such as a video title, description, duration, location, etc. Our platform automatically generates Dynamic Video Sitemaps for all your product videos, and is always kept up-to-date with your new video content and new products
I hope the above list serves you as a good starting point for helping you identify the solutions that best match your needs and finding an ecommerce video vendor that can provide them.
If you have any questions or additions please post them in the comments below!