Best practice and/or thoughts on using videos in e-commerce website?

4 Mar 2010 - 7:50am
1 week ago
5 replies
2464 reads
miamourier
2010

Aloha! 

I'm looking for inspiration on how to use video in a "new and creative way".

My client has acknowledged the importance of video. (Great!) and would like to use video in a new and improved way on their e-commerce site! (But how!?)

So, here I am... Looking for best practices on using video in both product presentation AND in order to generate traffic to the website. The site is a large e-commerce site with all kinds of products to your house; from furniture to arts and crafts... 

I would really appreciate any kind of best practice, examples of do's and dont's and your thoughts on:

1. Using video in presenting products (present the product or the use of product or using testimonials, as well as the length of video, type of video, storytelling etc.)

2. Using video in order to generate traffic to the website through "alternative" or secondary content in the videos... E.g. non-product related content videos that link to products. . What kind of content would be appropriate to use in a video v/s "normal content on the site? etc. 

Anyone?

 

Thanks!

 

Mia Mourier

Denmark

Comments

4 Mar 2010 - 4:51pm
Mark Waldo
2009

In case it might help, here are some instances using video to support online retail in the wild.

cnet does a good job of explaining complex interfaces and features in products like cell phones using video:

http://reviews.cnet.com/smartphones/motorola-backflip-platinum-silver/4505-6452_7-33943838.html?tag=centerColumnArea1.1

For clothing, showing how fabric will move on you is important. David’s Bridal has a few product videos embedded within their product pages:

http://www.davidsbridal.com/webapp/wcs/stores/servlet/ProductDisplayView?storeId=10052&catalogId=10051&catentryId=4000023

And there are fashion shows, of course, which may be more useful for showing the sentiment around a piece (glamour), than conveying functional information:

http://www.style.com/


Best of luck!


-Mark

10 Mar 2010 - 10:26pm
johnayala
2010

I can't agree more. Video marketing is very effective today. I also had my client at SEOP Inc to try incorporating video presentation on his site. Sometimes what we do is embed the video we posted in Youtube. Google just love Youtube videos on you site (well they own it). Attracting traffic will be significant in this kind of online marketing.

26 Mar 2010 - 3:11pm
William Hudson
2009

Mia -

Not sure how much this will help, but I just ordered a text book on the use of video in qualitative research - http://www.uk.sagepub.com/textbooksProdDesc.nav?prodId=Book229882

It should be a good starting point.

Regards,

William Hudson Syntagm Ltd Design for Usability UK 01235-522859 World +44-1235-522859 US Toll Free 1-866-SYNTAGM mailto:william.hudson@syntagm.co.uk http://www.syntagm.co.uk skype:williamhudsonskype

Syntagm is a limited company registered in England and Wales (1985). Registered number: 1895345. Registered office: 10 Oxford Road, Abingdon OX14 2DS.

Attend our courses on Ajax design & usability, card sorting and web usability: CHI 2010 Conference (Atlanta, Georgia) http://www.chi2010.org UPA 2010 Conference (Munich, Germany) http://bit.ly/8x9NU

-----Original Message----- From: ixdaor@host.ixda.org [mailto:ixdaor@host.ixda.org] On Behalf Of miamourier Sent: 04 March 2010 13:35 To: William Hudson Subject: [IxDA] Best practice and/or thoughts on using videos in e-commerce website?

Aloha! 

I'm looking for inspiration on how to use video in a "new and creative way".

My client has acknowledged the importance of video. (/Great!/) and would like
to use video in a new and improved way on their e-commerce site! (/But
how!?/)

So, here I am... Looking for best practices on using video in both product
presentation AND in order to generate traffic to the website. The site is a
large e-commerce site with all kinds of products to your house; from
furniture to arts and crafts... 

I would really appreciate any kind of best practice, examples of do's and
dont's and your thoughts on:

  1. Using video in presenting products (present the product or the /use/ of
    product or using testimonials, as well as the length of video, type of video,
    storytelling etc.)

  2. Using video in order to generate traffic to the website through
    "alternative" or secondary content in the videos... E.g. non-product related
    content videos that link to products. . What kind of content would be
    appropriate to use in a video v/s "normal content on the site? etc. 

Anyone?

 

Thanks!

 

Mia Mourier

Denmark

(((Pl

26 Mar 2010 - 3:11pm
Sean Gerety
2009

The Squareup video on youtube is done very well.  Sorry I don't have a direct link to it.  Here's the link to their site.  www.squareup.com   Sean

On Thu, Mar 4, 2010 at 8:31 AM, miamourier <contact@ixda.org> wrote:

Aloha! 

I'm looking for inspiration on how to use video in a "new and creative way".

My client has acknowledged the importance of video. (/Great!/) and would like to use video in a new and improved way on their e-commerce site! (/But how!?/)

So, here I am... Looking for best practices on using video in both product presentation AND in order to generate traffic to the website. The site is a large e-commerce site with all kinds of products to your house; from furniture to arts and crafts... 

I would really appreciate any kind of best practice, examples of do's and dont's and your thoughts on:

1. Using video in presenting products (present the product or the /use/ of product or using testimonials, as well as the length of video, type of video, storytelling etc.)

2. Using video in order to generate traffic to the website through "alternative" or secondary content in the videos... E.g. non-product related content videos that link to products. . What kind of content would be appropriate to use in a video v/s "normal content on the site? etc. 

Anyone?

 

Thanks!

 

Mia Mourier

Denmark

(((Please
26 Mar 2010 - 3:11pm
bjminihan
2010

This is purely anecdotal, but might be worthwhile...

One way that video can help sell more products is by giving people a better sense of size and scale for certain things.

For example, if you sell vacuum cleaners, record someone using each one, so they can see how big they really are, and illustrate how heavy/light they are, and/or how to use attachments.

That's a big reason I still have to go to the store to buy many things, especially when weight, fit and scale are a factor (as with lawn mowers, clothes, and anything you have to use a lot).

Might even be able to encourage others to post their demonstrations, but that might get into "he's using it wrong" territory, and conflict with your desire to sell product A, B or C.

Otherwise, it might be better to start with what you want to do, and use video if that fits your need. The question, in general, smacks of "i just learned Flex, so how can we use it?", which usually winds up with ill-fitting solutions to problems which otherwise need much simpler solutions.

Good luck!

Bryan Minihan

On Mar 4, 2010, at 11:20 AM, miamourier wrote:

> Aloha! > > I'm looking for inspiration on how to use video in a "new and creative way". > > My client has acknowledged the importance of video. (/Great!/) and would like to use video in a new and improved way on their e-commerce site! (/But how!?/) > > So, here I am... Looking for best practices on using video in both product presentation AND in order to generate traffic to the website. The site is a large e-commerce site with all kinds of products to your house; from furniture to arts and crafts... > > I would really appreciate any kind of best practice, examples of do's and dont's and your thoughts on: > > 1. Using video in presenting products (present the product or the /use/ of product or using testimonials, as well as the length of video, type of video, storytelling etc.) > > 2. Using video in order to generate traffic to the website through "alternative" or secondary content in the videos... E.g. non-product related content videos that link to products. . What kind of content would be appropriate to use in a video v/s "normal content on the site? etc. > > Anyone? > >
> > Thanks! > >
> > Mia Mourier > > Denmark > >

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