VideoRetailer.org - Exploring the Intersection of Video and e-Commerce.

Persuasive video, Justin Foster

1) Intro

Video not just for millenials
30% growth in viewership for online commerce video

Production methods: YouTube, TalkMarket, Animoto, SundaySky, Expo.tv
Great demo of Penguin Boxers showing using TalkMarket technology
Manufacturer content example: dog treadmill video

Video and revenue examples: ShopNBC, Wetseal, ice.com, HSN and Borders (40+% lift in sales)
Ross Simons looking at video from the perspective of reduing returns (returns go down 10%)

2) Persuasive video as the foundation to video commerce

Model from Professor BJ Fogg at Stanford University

Fogg behavior model
X-Axis: Ability
Y-Axis: motivation
Triggering action

- Core motivators: pleasure/pain - hope/fear (hiring somebody for taxes) - acceptance/rejection (for instance in the fashion industry)
Example of a Litter Box

- Simplicity factors (Part of ability)
Time, money, Brain cycles to understand, Physical effort

- Need to have triggers: “buy”, “check out”. Ability to prompt action.
Example of JCPenney.com: model walking and on the right side of the video triggers to buy products. And interactive video.
Question from the audience about performance being a “turn off” (JCPenney demo slow from the Summit)

- Triggers can also be on the product page: example of ShopNBC overlays in the search results page (product, description, video)
CompUSA example of having the player inside the actual product page
Ice.com view video button standing out right below the image
Beauty.com affiliate example
Triggers in email (video GIFs) beauty.com example

Interactive video and hotspotting (Armani Exchange implementation)

3) Creating persuasive video

1. Choose a Behavior to target
2. Find a receptive audience (Where video are displayed: product page, category page, email, social network?)
3. What is preventing the target behavior (Billardex testimonials example)
4. Ensure video fits the context of the channel (right video, wrong place)
5. Find relevant examples of persuasive video (check out your competitors’ web sites)
TEST TEST TEST

Questions from the audience

- What’s the best implementation of video you’ve seen?
(Laughter…) ShopNBC, CompUSA
- What are your thoughts about quantity of video vs quality of video
Start with the top selling products. Highest margin products.
- What is video not good for?
There aren’t products that aren’t fit for video. But there is urgency to get ROI. Therefore think of video on product pages, video in email, video SEO.
Also beware of “viral video”
- Question about educational VS product video
- Do you have examples of sites using UGC?
BeautyChoice.com best example of that. Very cost effective way to acquire content.

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