When CEO Mike Hackley talks about his low-price policy in a paid-search landing page video on the barbeque products e-commerce site, the visitor-to-purchase conversion rate goes up about 20%.
When CEO Mike Hackley talks about his low-price guarantee in a paid-search landing page video on the barbeque products e-commerce site BBQGuys.com, the visitor-to-purchase conversion rate goes up about 20%, the retailer says.
Hackley, founder and CEO of parent company ShoppersChoice.com LLC, appears in a video on product category landing pages to offer his “CEO guarantee” to beat any retail price on the market. The landing pages are linked from paid-search ads promoting the guarantee, says chief operating officer Corey Tisdale.
With an extensive online video program, ShoppersChoice also runs 20-second “product in action” videos that it overlays on top of product images on BBQGuys.com product pages. These videos have led to a conversion rate increase of 15%, Tisdale says.
The product videos are presented within a series of videos on the same page, showing product details and tips on using hardwood charcoal and on grilling food.