Detailed product videos enhance the e-Commerce shopping journey by providing customers with a comprehensive view of products. This form of interactive marketing, in turn, helps recreate the in-store shopping experience for online shoppers.
Tim’s Boots, an online-only cowboy boots retailer, has seen a 20% improvement in online conversions since implementing Treepodia, a video e-Commerce platform. The retailer also found that the overall conversion rates of site visitors who watch videos are six times higher than those who do not.
Using Treepodia, Tim’s Boots creates videos using product images, descriptions and user reviews. By including these videos on product pages, the eTailer has created a more dynamic shopping experience and improved SEO strategies, according to Tim Urling, Founder of Tim’s Boots.
Although Tim’s Boots had previous experience with video marketing, “we could not create and upload them successfully without the Treepodia's service,” Urling said in an interview with Retail TouchPoints. With Treepodia, videos are produced on an automated platform, which takes away the “heavy lifting” for Tim’s Boots team members. “The automated video production is invaluable to us. We wouldn’t have the time to produce that many videos on our own.” As of mid-July 2013,the eTailer has created 2,784 product videos using the Treepodia service.
The video e-Commerce platform also helped Tim’s Boots improve search engine rankings with each new video added to the site. “Before Treepodia, we had less than 20 videos indexed in Google,” Urling stated, “and now we have more 1,000.”
Increased presence on search engines has had a significant impact on site traffic and overall engagement among Tim’s Boots target customers — men and women 30 to 60 years old who recently have “become more familiar with buying footwear and clothing online, and typically start the browsing process on search engines,” according to Urling.
Now, anyone searching for a specific brand and style of boot “is sure to find one of our videos in the search results,” Urling said. “In fact, our videos now show up in all search results, which has improved our SEO efforts tremendously.”
Due to the success of the video marketing efforts, Urling is considering new ways to leverage Treepodia and extend video to other areas of the e-Commerce site, such as the FAQ page.