Last Friday, Alan Talanoa, Director of Web Operations for GolfDiscount.com sat down with us for the second interview in the ongoing VCC Radio Interview series.  Among the topics we discussed:

- The role of the product page in the company’s video commerce strategy

- The blend of manufacturer v. self-produced video used at GolfDiscount.com

- The biggest opportunities for video syndication and growth from the product page

- The amount of investment needed to create video content

- How GolfDiscount.com’s customers have reacted to the video on the site

I hope you enjoy listening to…

Last Friday, I had the chance to sit down and interview McKay Thomas, Marketing Manager at BilliardEx.com. McKay led the charge to add video on BilliardEx.com’s site and oversees website strategy and execution.  In our interview, he shared some of his secrets with the rest of us.  Listen in as we discuss:

- Video as a customer experience enhancing tool

- Understanding the motivation behind adding video

- Produced product testimonials from real customers

- Metrics revealing video’s effectiveness

- Tips every online retailer should consider when expanding the use of video on-site

By Wes Pomeroy

There continues to be a lot of discussion in the online retail industry about the benefits of e-commerce video: substantial conversion lift, reduced customer service costs, reduced order returns and cancellations, and new customer and brand awareness. But most of these benefits are talked about after-the-fact when the money for video production and deployment has already been spent. In this harsh economic climate, however, the need to validate the ROI of any merchandising or marketing spend before the fact is essential.

How then does one go about identifying the right amount to invest in video? The…

I’m pleased to announce that Wes Pomeroy has joined the VCC blogging team as our newest guest blogger!  Wes is joining us to blog about the ROI of e-commerce video.  He’s also the creator of the new product video ROI calculator featured in the last VCC blog post.

Wes is currently the Director of E-Commerce for RIVR Media Interactive, the online division of Emmy Award-Winning television producer, RIVR Media. His primary focus at RIVR is the growth of their new E-Commerce Product Video business including client and business development, and video production and strategy services. …

I wanted to share with our readers a phenomenal resource created by VCC member Wes Pomeroy of RIVR Media Interactive – a product video ROI calculator:

Using this calculator, users plug in variables that impact on-site video merchandising ROI on a product-by-product level, such as conversion rate, pageviews for the product, gross margin for the product, and expected lift (%) for adding video to the product detail page. The calculator then will give you important data including:

- Video revenue lift
- New profit
- Months to breakeven for the product based on cost