Justin Foster ist Gründer vom US-amerikanischen Video Commerce Consortium und im Management-Team von Online-Video-Provider Liveclicker. Im Interview mit eMarketer.com erklärt der Video-Evangelist nun unter anderem, warum der Markt für Video-Commerce-Anwendungen zunehmend an Fahrt aufnimmt:
Consumers increasingly expect to see video as part of their online experience. This is certainly a big part of the reason why e-commerce sites are gravitating more toward video now because there is a realization that in order to not simply provide a differentiated shopping experience, but just to keep up with what consumers are expecting from their online experiences, the video needs to be incorporated."
Damit Video-Shopping-Anwendungen aber wirklich Konversionsraten steigern können, müssen Händler ihm zufolge ganzheitliche Strategien verfolgen:
"The lesson that many retailers learned is that you can’t just produce a video and expect to generate a good return from the video. The content matters. Any retailer that is unable to drive conversion rates up at least 25% through the use of video is not implementing video effectively.
Either the video content is not good content—the retailer doesn’t know what it’s doing or it doesn’t know how to create persuasive video content or people aren’t watching it—or two, the retailer is not featuring video in a way that people actually know it’s there."
Seine Einschätzung untermauert Foster mit den folgenden konkreten Zahlen:
"We actually ran a study earlier this year across 12 million or 13 million product-detail page views across 25 retail sites and found that the worst-performing retailers were featuring video as such a minor visual element on their product-detail page, less than 1% of people were clicking on it.
The best-performing retailers were really blowing out video in a big way, so that there was no mistaking, when you look at that product-detail page, there’s a video there. We saw that the best-performing retailers were having 45% of the people going to that page actually watching the video."
Händler müssen ihm zufolge aber nicht nur ihre Hausaufgaben bei Video-Usability machen. Sondern auch darüner nachdenken, wie sich Video-Shopping-Anwendungen künftig auf mobilen Endgeräten inszenieren lassen:
"I believe that the trend that we need to look out for is really making sure that we’re providing a good experience with video in mobile. We’ll see a lot of experimentation in 2010 around mobile video commerce, but those are a couple of areas that I see as being really emergent, that retailers need to pay attention to."
Weitere Statements und Prognosen von Foster gibt es direkt bei eMarketer. Passend dazu:
- Ausblick: Sieben Thesen zum Video-Shopping-Markt in 2010
- Mobile-Video-Shopping: iPhone-Apps als Innovationstreiber?
- Ausblick: Die spannendsten Video-Verkaufsansätze mit AR
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