April 11, 2011, 10:02 AM

Online product videos can boost conversion by 25% or more, an IRCE speaker says

The conference sessions will discuss the pros and cons of various video options.

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Melody King

Retailers considering adding product videos to an e-commerce site can be discouraged by the size and complexity of the task. At the Internet Retailer Conference & Exhibition 2011, however, Melody King, vice president of sales and marketing at Treepodia, will talk about how the company worked with a major consumer brand to make the process as painless as possible in a session called “Creating video hits without a Hollywood budget.”

During the presentation she will discuss the pros and cons of video options for retailers, such as hiring a video professional, creating videos in-house or using an automated video platform. The discussion will also cover what approach to creating videos might make sense for different types of retail business. Joining her in the presentation will be Procter & Gamble assistant brand manager Mike Bott.

“This session will demonstrate for attendees how the availability of product videos on each product page can result in a 25% increase in conversion rates, or even higher,” King says.  “We’ll also discuss video search engine optimization and increasing visibility by having the videos indexed by Google through a dynamic video sitemap and uploading them to YouTube. All of this adds up to stronger brand awareness, more engaging interactions with customers and an increase in sales and organic traffic.”

Internet Retailer’s editors asked King to speak because she has 12 years of experience in information technology, focusing during the last five years on e-commerce. She has consulted with more than 500 organizations to assist with increasing site usability, merchandising, conversion, and order size. Treepodia uses videos to help online retailers and businesses improve their merchandising offers and enhance their customers' experiences.

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