July 15, 2009, 12:00 AM

BBQGuys.com fires up conversion rates with CEO’s pricing promise on video

When CEO Mike Hackley talks about his low-price policy in a paid-search landing page video on the barbeque products e-commerce site, the visitor-to-purchase conversion rate goes up about 20%.

Paul Demery

Managing Editor, B2B E-commerce

When CEO Mike Hackley talks about his low-price guarantee in a paid-search landing page video on the barbeque products e-commerce site BBQGuys.com, the visitor-to-purchase conversion rate goes up about 20%, the retailer says.

Hackley, founder and CEO of parent company ShoppersChoice.com LLC, appears in a video on product category landing pages to offer his “CEO guarantee” to beat any retail price on the market. The landing pages are linked from paid-search ads promoting the guarantee, says chief operating officer Corey Tisdale.

With an extensive online video program, ShoppersChoice also runs 20-second “product in action” videos that it overlays on top of product images on BBQGuys.com product pages. These videos have led to a conversion rate increase of 15%, Tisdale says.

The product videos are presented within a series of videos on the same page, showing product details and tips on using hardwood charcoal and on grilling food.

 

 

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