With the news that the 2011 holiday shopping season is breaking all types of records, it’s safe to say that retailers are spending more and more time thinking about how their customers’ user experiences can help increase sales. Video, in increasingly robust numbers, is becoming a huge part of that user experience. In fact, Liveclicker’s video analytics reported a 72% increase in plays for customers with us from December 2010 to December 2011!
There is a reason that video page placement was featured as one of the top 10 video commerce lessons in our recent webinar, because if done right, you can expect to drive 25-45% more video plays. In this article, I will share 4 examples of Liveclicker clients using unique product page placement to create a positive user experience with video.
Under Armour completed a full site redesign with a particular emphasis on their product pages. Each page is optimized for the wide screen and presents a clean, simple but visually stimulating look. In this example, there are four (4!) separate video call-outs on the right-hand navigation, with each video providing a different type of content (features, technology, and fit). More content, more plays, more interaction, happier customers.
Onlineshoes.com, always pushing for the best user experience they can provide for their customers, simplified their approach to a video call-out by placing a “Play Video” button squarely in the user’s immediate field of vision. While their previous call-out was a bigger, fully embedded player, it was below the fold of the page, allowing the user to see it only after scrolling down. This new approach has paid immediate dividends, showing an increase in both overall plays and attention rates in their video analytics reports.
Crutchfield went the extra mile late in the year, completely revamping their product pages to give equal weight to product images and video. Similar to Onlineshoes, they provide a large, clear video call-to-action in the user’s line of vision. Once clicked, the transition from image to video is seamless, providing the user with a helpful product demo, aiding them in their choice. This approach combined with a timely release has powered Crutchfield to some impressive plays growth over Q4.
Redcats and their various brands have taken video to new places altogether, showing their footware “in the round”, but without the need for complicated animation. The end user is immediately presented with a clean and simple product image that can also be rotated all the way around using Liveclicker’s 360 degree player to display the product in the most user friendly way possible. By defaulting to this 360 player, Redcats demonstrates one of the most effective call-outs possible.
These are just a few outstanding examples of the imagination our clients are displaying, and the attention they’re paying to their customers’ experiences online. 2012 is looking more and more like the year video becomes the standard rather than the exception.