August 19, 2009, 12:00 AM

EyeBuyDirect.com focuses on improving video conversion rates

EyeBuyDirect, a web-only retailer of prescription eyeglass lenses and frames, has found in A/B tests that some videos produce conversion rates four times higher than others.

 

EyeBuyDirect, a web-only retailer of prescription eyeglass lenses and frames, is working with Treepodia Ltd., a developer and distributor of video content, to display videos on product pages for all of its 800 product SKUs. It has found in A/B tests that some videos produce conversion rates four times higher than others.

Since launching the video program earlier this year, the retailer has experienced an overall 30% increase in product page conversion rates, says EyeBuyDirect founder and CEO Roy Hessel.

Treepodia develops videos in two basic formats: One, which it calls its automated version, appears like a PowerPoint slide show that displays a series of still product images with overlaid text that describe a product’s features. The other is a full-production video, which typically shows models in a moving scene using the featured product.

Although Hessel hasn’t yet seen a difference in conversion rates between the automated and full-production video formats, the retailer has conducted A/B tests of full-production videos to identify versions that convert at the highest rates.

 

In two versions of a video showing a model wearing eyeglasses while reading a magazine, for example, only one video showed text subtitles to highlight the eyeglasses-“Designer Fashion” and “Best Seller”-and produced a 9.2% conversion rate, compared to 2.0% for the video without subtitles, says Tal Rubenczyk, CEO of Treepodia.

 

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