Products featured in videos get a sales boost at EddieBauer.com
Products that EddieBauer.com featured in video presentations over the holidays experienced conversion rates 10-15% higher than normal conversion rates, Brian Walker, manager of business development at EddieBauer.com, tells Internet Retailer.
The most viewed products at EddieBauer.com during the holidays were a men’s watch and a men’s leather coat. “This feature is useful for customers considering higher priced products, especially if they’re gifts,” Walker says. Customers also took to the videos on products that had multiple features, such as down coats or flannel-lined jeans, where customers sought additional explanation.
EddieBauer.com offered video presentation created by Vendaria Inc. on a wide range of products and price points, from an $18 snow globe to a $298 leather jacket. The test was widely watched as an indicator of what products would make sense for video presentation on the web. Not surprisingly, the $18 snow globes flunked. “Snow globes don’t need a lot of explanation; people know what to expect of them,” Walker says.
EddieBauer.com still has not computed ROI on the videos, Walker says, because too many variables come into play during the holidays. Among them is the fact that conversion rates during the holidays are typically higher than the rest of the year, so it’s hard to tell what effect videos by themselves had on conversion rates. Furthermore, Eddie Bauer did not promote the videos strongly and customers did not come to the site expecting them, so they were less likely to view the videos if they just happened on them on the site, Walker says.
Nonetheless, Eddie Bauer liked the experience with the videos and will continue testing, Walker says.
Back...
