How Businesses Should Use Video - Zappos Case Study

Businesses that sell product online need to have an online video marketing plan. There are millions of online examples that show how video increases conversion rates. eCommerce retail giant Zappos sells over 300,000 different products, and the company sells anywhere from 6-30% more merchandise when accompanied by videos. said Rico Nasol, Zappos’ Content Team Senior Manager. Zappos produced its first video over a year ago and by December 2009, had produced over 8,000 product videos, with the goal to produce 50,000 by the end of 2010. At Streaming Media West, Peter Cervieri of ScribeMedia.org interviewed Rico Nasol who said, “Online video is another way for the customers to see the product and the company culture.”




According to Australian wen marketing firm: Bitemark:

"Can online video boost your conversion rates?

Used discerningly, an online video can increase the chance of a website conversion because it can:
    • Enhance a customer’s ability to understand or relate to an offering
    • Demonstrate convincing features and benefits
    • Engage with the customer on a more personal level.

You can use online video to achieve higher website conversion rates. When using an online video make sure that you:
Zappos also has a YouTube they use to expose their brand to the public and interact with the community. This video is a fun look behind the scenes at Zappos.



Daniel Sevitt of EyeView wrote a great guest article on ReelSEO.com called "The Three Types of Online Video for Business" and he cited a recent webinar sponsored by Brightcove “Top 6 Reasons B-to-B Marketers Need Videos” with 6 reasons video can offer a company.
  1. Grab people’s attention instantly
  2. Tell your story in less time
  3. Bring your ideas to life
  4. Make your site stickier
  5. Create a buzz with viral video
  6. Bring your website into the 21st century
Check out Reel SEO , Justin Foster's blog at www.video-commerce.org and Xavier Casanova's blog at www.videoretailer.org for more online video marketing tips.

    Posted by larrykless at 4/24/2010 4:00 PM
    Categories: Online Video, Video production, eCommerce
    Tags: Content Creation Internet TV Monetization Making Videos Peter Cervieri Zappos
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