For some time we’ve touted the merits of video distribution in video commerce.  I believe video distribution is more important now than ever for e-commerce merchants.  Unfortunately, I also think most online retailers misunderstand video distribution and therefore are at risk of implementing poor video distribution strategies.

Why distribute e-commerce video?

Video distribution is important because it enables retailers to multiply the effectiveness of video assets without additional investment in video production.  I often tell e-commerce merchants, “a video on the product page and the product page alone is a terrible waste of revenue potential.”

Over the…

In my previous post regarding Product Video ROI I spoke to the need for video to be accompanied by a plan to drive traffic to that video – page views by far have the strongest impact on positive video ROI. We often speak of the ‘conversion lift’ video provides, but let’s not forget we’re talking about converting visitors to customers. ‘Visitors’ are the foundation of that equation. Video may lift your average conversion an astounding 200%, but 200% of nothing is nothing.  In order to have your video contribute to the bottom line, you need eyeballs on…

Part 2: Video Commerce – Don’t Forget the Commerce Part!

Using video search engine optimization (SEO) to drive more customers to your web site.

As I sat down to write Part II in this series of blog posts on using video for e-commerce, I was quite surprised to find such a wealth of knowledge already on the Internet focused on best practices for implementing video SEO.  So, rather than introducing any “groundbreaking” video SEO techniques in this post, I will attempt to distill some of the top-level best practices already out there into an easily digestible format, link you to…