Demandware says 30 of its clients booked more than $100 million in online sales in 2015, up from 22 a year earlier.
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With analytics built into video management and distribution systems, such as from Liveclicker and Treepodia, retailers are also fine-tuning their video strategies down to the most effective length of time for each type of video.
EBags, which works with Liveclicker to manage and distribute video content, has found that visitors are most likely to view entire product demonstration videos, but less likely to watch to the end branding videos such as interviews with product suppliers and users, Cobb says.
At Drs. Foster & Smith, Magee has found that video viewers begin to lose interest after about the first two minutes. "So we`re making our videos shorter to keep them within a two-minute window," he says.
Even within a two-minute video, he adds, viewers often lose their concentration after 30 seconds, so it`s good to make at least subtle changes within a video such as a change in music or voiceover, Magee says.
Keeping viewers` attention is no doubt easier when the subject is a young actress like Selena Gomez. But online retailers are finding that even more mundane video can provide value-to customers and merchants-that goes far beyond entertainment.