Best practices for interactive video commerce


Interactive shoppable videoIs interactive shoppable video becoming more prevalent?

(And by interactive video I mean video containing clickable text overlays, interactive hotspots, buy buttons, product ratings and reviews, clickable descriptions of products or navigation to other videos in-video.)

It’s looking that way. Several ecommerce merchants have begun providing engaging, interactive video experiences to prospects in an effort to boost sales and conversions.

interactive video commerce examples

Advance Auto Parts
The auto parts retailer leverages customer reviews and ratings in-player via PowerReviews integration. Video product callouts include reviews that can be navigated within the clip along with a Buy option. This can be helpful to enable prospects to see what are others are saying about your products if you or your customers are sharing your videos out to Facebook. Prospects don’t have to leave the video to read product reviews and ratings.

Advance Auto Parts video

Barney’s New York
The Barney’s Women’s Co-Op video released in March has interactive callouts describing the products featured. On mouseover, Buy Now buttons appear which direct you to pages on Barneys.com where you can purchase the products. This clip generated a 30% playthrough rate, and 55% of viewers interacted with the video by clicking on it.

Barney's New York CO-OP video

Handbags.com
A campaign on handbags.com, Handbag Designer-For-A-Day, takes the idea of interactive video to an extreme where video content is sourced directly from viewers. Users record content directly on their webcam, or upload video from their desktop or mobile device, to attempt to win an all-expenses-paid trip to New York to work alongside a bag designer.

handbags.com Designer-for-a-Day contest

7 Interactive Video Best practices

Whatever style of interactive video you’re using or considering using, here are some tips to help improve the success of your efforts:

  1. Make interactivity obvious
    Text prompts remain by far the most popular way to drive interaction but hotspotting, where you make certain regions of your video clickable (say, a model’s dress) is a largely untapped opportunity. If you choose to use hotspots, make it obvious that you want users to interact with your video by placing animated bubbles or symbols over clickable items.
  2. Facilitate cross-selling
    If you feature multiple products within a single video, switch out cross-sells as the highlighted product changes. Give the customer the option to view or purchase related items if one or more of the products you show in a video become discontinued.
  3. Distribute interactive video everywhere
    Enable interactive video across channels, but especially off-site such as Facebook, YouTube and Twitter, where it’s important to drive traffic to buy. Look for a video commerce platform like Liveclicker that supports 1-click publishing to make this easy.
  4. Use an HTML5 video player
    If you’re considering using interactive video, and want to take advantage of traffic from iPads and iPhones, use a video player that supports interactive links and elements both in an HTML5 version and in a Flash version.
  5. Test and learn
    Employ A/B testing to pit video thumbnails against each other and quickly learn the overall effectiveness of each thumbnail.
  6. Take advantage of YouTube TrueView video ads
    Avoid third party or competitors’ ads showing up on your YouTube videos. Use YouTube TrueView video ads to place links back to your own site on your clips.
  7. Amp up the amount of interaction
    Consider upping the level of interaction by soliciting videos directly from consumers as in the handbags.com example.

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