June 24, 2010, 5:38 PM

Focusing on conversion rate hikes with videos

Shoppers who view a product video on eParty Unlimited have a 70% higher conversion rate.

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EParty Unlimited, an online party supplies retailer operating on a Yahoo Store e-commerce platform, recently deployed thousands of product videos through the Smart Video Platform from Treepodia Ltd., a provider of online video management technology.

“We initially tried to produce some videos in-house, but with 2,500 products in our catalog and very limited resources, we simply couldn’t make it work,” says Jimmy Weng, founder and president of eParty Unlimited. “We also looked into outsourcing the video creation to an external production company but that approach proved to be cost-prohibitive. Once we discovered Treepodia’s automated solution, there was no question that we found our answer. There is no possible way we could have created so many videos ourselves, particularly in such a short timeframe.”

To build videos in the Treepodia system, retailers send product images and descriptions, including customer reviews, via an XML feed to the online Smart Video Platform, which is hosted by the vendor. The final videos show series of product images with features that can include voice-overs, back-ground music and overlaid text, including the retailer’s product descriptions and consumer reviews.

The system also includes built-in A/B testing for determining which videos, and which type of videos, produce the best conversion rates.

A new feature also lets retailers distribute their videos to YouTube and other video-sharing web sites. “We’re starting to use Treepodia’s Video Distributor service to ensure our videos are uploaded to all the popular video-sharing sites, which will help drive more traffic to our product pages,” Weng says.



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