Comments on: Guest Comment: How to increase sales and brand engagement with interactive video http://www.internetretailing.net/2009/10/guest-comment-how-to-increase-sales-and-brand-engagement-with-interactive-video/ News, insight and analysis for Europe's ecommerce and multichannel retail professionals Thu, 09 Feb 2012 14:07:00 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Can interactive videos prove the ROI to justify the effort? : Treepodia: Le Bloghttp://www.internetretailing.net/2009/10/guest-comment-how-to-increase-sales-and-brand-engagement-with-interactive-video/comment-page-1/#comment-106 Can interactive videos prove the ROI to justify the effort? : Treepodia: Le Blog Wed, 04 Nov 2009 12:09:49 +0000 http://www.internetretailing.net/?p=1678#comment-106 [...] morning I read a great guest post on InternetRetailing by Sheila Dahlgren, senior director of marketing at Adobe [...] [...] morning I read a great guest post on InternetRetailing by Sheila Dahlgren, senior director of marketing at Adobe [...]

]]> By: Mike Darnellhttp://www.internetretailing.net/2009/10/guest-comment-how-to-increase-sales-and-brand-engagement-with-interactive-video/comment-page-1/#comment-18 Mike Darnell Fri, 23 Oct 2009 07:14:23 +0000 http://www.internetretailing.net/?p=1678#comment-18 [Editor's note: this comment edited to remove sales pitch and promotional links] Hi Sheila, Sarah Thank you for covering this interesting trend - interactive videos are obviously something to watch out for in the years to come. My only reservation is unrelated to the obvious value this type of videos have but rather to the barriers to entry and expected ROI: Interactive video is still a labor intensive tool requiring intensive customization making it costly and therefore only accessible to big brands. Considering "traditional" video enhancements for product pages are a proven method for double digit conversions increases, is the additional expense required for interactive video already justified? Let me elaborate: This morning I read on InternetRetailer that Shoeline.com reports a 44% increase in conversions on product pages enhanced by video. If I understood correctly you yourself state that eBags are seeing 50%-139% increases in conversion rates for video enhanced pages. These figures are very much in line with what we at Treepodia.com are witnessing with our own clientèle (ice.com, diamond.com, eyebuydirect.com, etc.). [Editor's note: sales pitch snipped] My question is can you prove the extra cost, time and complexity required for interactive video is justified by substantially better performance metrics? All the best, Mike http://treepodia.com [Editor's note: this comment edited to remove sales pitch and promotional links]

Hi Sheila, Sarah

Thank you for covering this interesting trend – interactive videos are obviously something to watch out for in the years to come.

My only reservation is unrelated to the obvious value this type of videos have but rather to the barriers to entry and expected ROI:
Interactive video is still a labor intensive tool requiring intensive customization making it costly and therefore only accessible to big brands.

Considering “traditional” video enhancements for product pages are a proven method for double digit conversions increases, is the additional expense required for interactive video already justified?

Let me elaborate:
This morning I read on InternetRetailer that Shoeline.com reports a 44% increase in conversions on product pages enhanced by video. If I understood correctly you yourself state that eBags are seeing 50%-139% increases in conversion rates for video enhanced pages.

These figures are very much in line with what we at Treepodia.com are witnessing with our own clientèle (ice.com, diamond.com, eyebuydirect.com, etc.).

[Editor's note: sales pitch snipped]

My question is can you prove the extra cost, time and complexity required for interactive video is justified by substantially better performance metrics?

All the best,
Mike
http://treepodia.com

]]> By: James Gurdhttp://www.internetretailing.net/2009/10/guest-comment-how-to-increase-sales-and-brand-engagement-with-interactive-video/comment-page-1/#comment-13 James Gurd Wed, 21 Oct 2009 15:19:56 +0000 http://www.internetretailing.net/?p=1678#comment-13 Nice article Sheila, I think video plays an important role in conversion optimisation online, in the same way that high street retailers have used video in POS displays to encourage in-store purchase. Certain verticals have a greater need than others, especially those where quality of product and look and feel are essential in securing conversion and managing returns rate. Fashion is the obvious market. One of the key challenges, especially in the female market, is to reduce returns. Online you can't try the product on, so it is inevitable surely to have higher returns that physical stores? This is where i think technology including video is playing a vital role. Video (flash, embedded or streaming) can show you how the clothes look, move, interact with the person. Knicker Picker, referred to above, is great for this - the catwalk clips with choice of model enable you to visualise how the product will look on you. YouTube is another bonus - if you don't want to host video on your own server (which can have capacity issues in peak times) and can't afford the luxury of a streaming server, you can upload video via YouTube and then embed the html into your webpage(s) to stream the video direct from Google. The added bonus is you can create and expand your own branded YouTube channel at the same time which increases exposure and offers greater bookmarking potential. The progression from video is into AR (augmented reality) and companies like Zugara have some neat tools in this area. Thanks jams Nice article Sheila,

I think video plays an important role in conversion optimisation online, in the same way that high street retailers have used video in POS displays to encourage in-store purchase.
Certain verticals have a greater need than others, especially those where quality of product and look and feel are essential in securing conversion and managing returns rate.

Fashion is the obvious market. One of the key challenges, especially in the female market, is to reduce returns. Online you can’t try the product on, so it is inevitable surely to have higher returns that physical stores? This is where i think technology including video is playing a vital role. Video (flash, embedded or streaming) can show you how the clothes look, move, interact with the person. Knicker Picker, referred to above, is great for this – the catwalk clips with choice of model enable you to visualise how the product will look on you.

YouTube is another bonus – if you don’t want to host video on your own server (which can have capacity issues in peak times) and can’t afford the luxury of a streaming server, you can upload video via YouTube and then embed the html into your webpage(s) to stream the video direct from Google. The added bonus is you can create and expand your own branded YouTube channel at the same time which increases exposure and offers greater bookmarking potential.

The progression from video is into AR (augmented reality) and companies like Zugara have some neat tools in this area.

Thanks
jams

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