Blinds.com is getting a boost in sales with an animated video featuring its new character, Sunny the Dog, which is presented to first-time customers who arrive at the site through natural and paid search engine results. The video focuses on familiarizing customers with the web site and the process of sizing blinds and shades. Since the video launched last month, customers who have viewed it have a conversion rate 33% higher than the average conversion rate on Blinds.com, the retailer says.
“If we’re going to convey the message that the web site is simple and fun, what better way to convey it than with a video that is fun,” says Daniel Cotlar, chief marketing officer at Blinds.com, No. 202 in the Internet Retailer Top 500 Guide.
The three-minute video, which was produced in two months, is the first animated one for the company. Blinds.com has produced 75 other videos posted on its YouTube channel at YouTube.com/user/blindscom and its Facebook page as well as on its web site. Combined, the videos receive in the range of 50,000 to 100,000 views per month.
In addition, the company used the social network Twitter to name the character in its animated video. The name, Sunny the Dog, was sent by a customer in response to a company query asking for suggestions.
With the exception of the new animated video, which Blinds.com produced with help of an outside company for the animation, the retailer writes, edits and produces all of its videos in-house.
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