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March 20, 2009

Video Production: How low can you go?

Since I last wrote about online video in eCommerce, I have received much feedback from customers on what has been successful for them, inquiries on integrating video on their sites and how to do so cost-effectively. We also just finished our second webinar on online video featuring Sucharita Mulpuru from Forrester Research and had more than 500 people register for this session (and over 1000 people total for the two sessions) to learn more – clearly, the interest in leveraging videos for eCommerce is high. I often hear that the #1 barrier to adding video to a website is that the costs of producing the video itself are prohibitive. During our webinars, Sucharita suggested how to get started quickly with videos.

• Easy, short talking points
    – Brief, impactful video (i.e. 1-2 minutes maximum) is all you need
• Use your own employees or vendors
• Leverage inexpensive technology
    – iMac, digital camcorders
    – Need not be executed in a professional studio
• Costs are primarily editing labor and server capacity for most basic executions

The feedback I have been receiving from our customers who have started using video typically is: 
1) The products on which I post videos significantly outperform other products; and
2) I have figured out a cost-effective way to produce my videos (a la Sucharita's suggestions above) - and it was the right decision - it is less important to strive for 'perfection' in video production and more important to produce as many videos as possible. 

What do you think – does offering online videos on your site require expensive production? Post your comments below and let me know.

Also, if you are interested, here is the link to view the full recording of our eVideo webinar.

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March 11, 2009

Click to view = Quick to buy

Since not all action happens on the product page, it is key to think about every place where visual information can be used to improve the customer experience and stimulate purchase. QuickViews or QuickLooks in the browse or category pages are great examples of providing shoppers with all the necessary product information prior to clicking to the product detail page. QuickViews don’t necessarily mean small views or views with limited information either. The best examples are ones that have complete information – nearly as comprehensive as the product detail page itself – including rich media viewing such as colors, zoom for details, alternative views, and importantly, an "add to cart" option. QuickViews should also show critical information such as pricing, sale price and special offers so there is no need for shoppers to click further except to buy.


Anthropologie

Here are some great examples:

Anthropologie
With an innovative modal layer "QuickShop" feature, shoppers enjoy seamless access to the same information that’s provided on product detail pages – even zoom. And the browse view still shows all color options as swatches so shoppers who don’t click on the QuickShop still know that an item is available in other colors.

Moosejaw
This site shows you that "QuickViews" doesn’t necessarily mean small views. And not only are they offered on the browse and category pages, but also on the product detail pages on the up-sell and cross-sell items.

Click here if you want to learn more about Adobe Scene7 and applying dynamic imaging to your site.

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March 05, 2009

Make it personal and empowering

I just came out of an Adobe all company meeting where our CEO, Shantanu Narayen, talked about time he recently spent speaking with customers and partners across multiple industries including media & entertainment, publishing - and systems integration. He came away with the clear message that even with the macro economic slowdown, there will be no slow down of the ongoing transition from the offline world to the online world. This shift and ongoing movement is being driven by the Web’s interactivity and the ability this medium offers for personalization and customization. The Internet empowers consumers in ways that traditional print and broadcast media have not been able to do. The more relevant the content displayed…. the more engaged the user.

Via the Web, we have new ways to market and can offer more services and solutions to more people on-demand. We’ve naturally been participating in the aforementioned transition from traditional to online media, but now are also looking at ways to find ‘the best of both worlds' – where traditional media and online can work together. My marketing team just launched these new demos on Scene7.com that offer examples of how one can leverage the Web to empower users to create their own physical output – a bit of the inverse of the macro trend of things flowing online. In this case, using the online world to create output for offline use. While this "web to print" is a new capability for us, we are already running into many new ways to apply it…. for such things as self-service localized marketing and sales materials, custom catalogs/brochures/datasheets, one-off in-store signage, office supplies and more.

 
Demo: Greeting Card - PDF Download Demo: Business Card - PDF Download

After you check out these examples, send me questions or thoughts in the comments box.

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  • ShopTalk is a blog featuring "Quick Tips", trends and more written by experts from the Adobe Scene7 team who live and breathe web, rich media and customer experience. This interactive forum offers insights and best practices on the latest trends we are seeing in the marketplace to help improve your customer experience, ultimately driving conversions and revenues.
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