"Engage Cautions Consumers": Unter diesem Motto steht aktuell die "Web Design & Usability Conference" (IRWD 2010) vom Internetretailer in den USA:
"The severe recession will have a long-lasting impact on consumer retail buying. Gone are the free-spending consumers of the past. In their place are careful buyers, who will research and weigh every purchase.
Successful retailers will be the ones who can entice consumers to take action at their sites. Design, usability and navigability will be more important than ever to successful retail web sites."
Erst diese Woche zeigten Zahlen der E-Tailing Group, dass US-Händler durch die aktuelle Lage geradezu zu ihrem Video-Glück gezwungen werden. Kein Zufall also, dass auch Video Commerce auf dem IRWD 2010 ein zentrales Thema ist:
"Many online retailers are creating videos for their web sites. But creation is only the first step in a successful video strategy. The next crucial step is placing videos on a web site so that shoppers see them and want to launch them."
In einem spannenden Vortrag hat Jimmy Healey (Product Marketing Manager bei Onlineshoes.com) einige interessante Einblicke in sein Video-Business gegeben:
- The production staff like used to be only me but now we do have four full time employees
- We've started our video productions only with a camcorder but now we do own state of the art equipment
- Videos on Onlineshoes.com are hosted by an online video provider (i.e. Liveclicker)
- Video gives product pages some kind of legitimacy which leads to better conversion. So if you have any video on your product page, higher conversion rate regardless of whether watched or not
- On of our lessons learned: If you can then utilize your vendor for video productions (for onlineshoes.com see Asics video example)
- The revenues justified every investment in our video productions.
Vor diesem Hintergrund seine konkrete Handlungsempfehlung an alle Online-Händler mit Interesse an Video-Shopping-Anwendungen:
"Get something up there quickly to increase conversion!"
Besten Dank an E-Commerce-Wire für die Bereitstellung der Statements vom IRWD 2010 in Echtzeit via Twitter.
Passend dazu:
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