Video Commerce Chronicles Episode 5: Peter Cobb Video Commerce full presentation at eTail West ‘09
eBags Video Program presentation by Peter Cobb, Co-Founder and SVP. Peter covers a broad range of topics during this 30 minute presentation at eTail West ‘09. Enjoy the video and the slides right below.
Full Video
Slides transcript
1. Peter Cobb February 2009 Co-founder and SVP of Marketing, eBags
2. The eBags Video Program
* Started March 2007
* One full-time video producer
* 210 videos
* 85% self produced, 15% from suppliers
* Partnered with Silicon Valley startup Liveclicker for technological aspects
3. Video Everywhere
4. Benefits of Video
* Increased onsite conversions
* Higher customer satisfaction
* SEO
* Presence on social networks
* Enhance marketing programs (email, affiliates)
* Low-cost way to grab technological edge
* Brands love it
5. Conversion Lift on product pages Group A – No Video Group B – With Video # Product pages 25,000 25,000 served Conversion rate 6.63% 10.00% (did not view video) Conversion rate 6.63% 15.84% (viewed video) Conversion rate 50.1% increase N/A (did not view video) Conversion rate N/A 138.9% increase (viewed video)
6. SEO/Customer Satisfaction
* Prominent SEO placement
* Liquidated inventory of key product
* Boosted conversion rates
7. Presence on social networks
* Facebook
* Twitter
* MySpace
* Digg
* StumbleUpon
* YouTube
* Blogs
* Google Video
* Etc.
8. Number of video plays
* 100,603 video plays (since May 5 2008)
* Average 260/day, accelerating to 780/day
* Distribution across all channels: onsite, SEO, affiliate, email, social networks.
9. Video Center on eBags
* Since July 24th 2008 81,423 unique visitors 111,325 page views
10. Video on Brand pages
* Since Sep 17th 2008 1,138,517 banner impressions 5,543 video views
11. Video on product pages
Since Jan 16th 2008 102,998 banner impressions 3,699 video views
12. Video on YouTube
Tracked since October 12th 2008 9,337 unique visitors
13. With affiliates
Since Mid November 2008 w/Liveclicker 15,775 views, increasing • Commission Junction • LinkShare
14. Affiliate product review example
* Article eBags Video + Merchandising
15. Content analysis
* Demos and testimonial most “engaging” (people viewing at least 10-seconds)
* Promotion/Interview show lower engagement
16. Engagement detail
* Product demos are most engaging. These videos also show most views on Youtube
17. Affiliates: branding videos best
* Notice the low level of engagement on affiliate site
18. A few examples (1)
* What people will like more art than science…
19. A few examples (2)
20. What we’re working on
* Next-generation player with integrated merchandising
* Social Media development
* Email integration
21. Key Take Aways
* Getting Started
* Video Production Doesn’t Have To Be Complex
* “Video Everywhere” is the correct strategy
* Making it a process
* Find the right balance of content
* Work with suppliers to acquire video assets Solving the technical limitations
* Partner with the right company and get going
22. Thank you
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May 3rd, 2009 at 10:27 am
[...] data about the impact in real business but I would follow the advise of Peter Cobb from eBags - Xavier had a great post + video about them a few weeks ago - where he mentions the importance of video content for social network sites and that being present [...]