Since more than doubling its online video library of on-snow ski reviews, Summit Sports’ Skis.com has experienced a 19% lift in conversion rates, vice president of operations Andy Schepper says.
Paul Demery , Managing Editor, B2B E-commerce
Since more than doubling its online video library of on-snow ski reviews, Summit Sports Inc.’s Skis.com has experienced a 19% lift in conversion rates, vice president of operations Andy Schepper says.
The increase in online video content has also coincided with an overall 13% increase in the number of page views per visit, he adds.
To build on this momentum, Summit is planning to continue expanding its use of online video throughout Skis.com, Schepper says. “The success of our on-snow ski review videos over the past two years has led us to focus more of our attention on video,” he says. “We are making an effort to include video in all of our content including the category and product pages.”
The expansion of video content already includes videos embedded in most of Skis.com’s buying guides and sizing guides. The retailer is also expanding its video library with videos produced by product manufacturers as well as in-house by Skis.com staff.
Summit produces many of its videos at ski industry trade shows conducted at ski areas, where the retailer’s staff test new ski equipment. At its most recent trade show, Skis.com produced more than 750 video reviews, giving the retailer a competitive edge by enabling it to post them online before product videos become available from manufacturers, Schepper says.