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So Jimmy, tell our audience at ReelSEO about OnlineShoes.com, and what you guys are doing
with online video.
So OnlineShoes.com is the nation's first online shoe retailer. We started the business in
1996 online. And... we are an active lifestyle brand. We have every kind of shoe or accessory
or apparel for people who are into anything that's outdoors, athletic, casual, or comfort.
We've been doing video for just over 3 years now, and primarily using it initially for
product detail pages. So looking at how we can help customers have a more informed purchase
decision, by presenting more backend information on the product, intended use for the intended
user; just the look and feel of the product on model or in hand; and have all that evolve
into creating more engaging content through every channel. We're using it with affiliates,
we're using it with email, throughout our site not just on product detail pages. We're
using it within Google search just about anywhere we can stick it.
Anywhere you can stick it Ð that's always a good way to talk about, in summary, what
you're doing with online video. We're here at the Liveclicker Video Commerce Summit over
in Seattle, Washington. (Hence, our nice little backdrop.) We got a lot of people, a lot of
companies who are very high up and very involved in the online video space with, basically,
their e-commerce business models. What is the one thing you've found that you're really
excited about with online video for e-commerce?
I think for me, it's a very collaborative experience; there's a lot of learning going
on and a lot of and sharing (of learning); because video for e-commerce is still in it's
infancy. So it's exciting to see how it has evolved over the course of the last 3 years.
People are getting more savvy with it, more people are using it, people are seeing the
incredible value for it. So for me it's just seeing other sites that are doing it, and
what they're learning from it, and their willingness to share.
What tip would you give for businesses in general, in the e-commerce space, that are
starting to get involved (and in fairly deep), but still need some help with direction based
on your own experience with OnlineShoes?
I think the greatest insights we've gained is, one, just doing it Ð taking the willingness
to make the business decision to actually invest in it. We didn't invest heavily at
first, but we did do a lot of testing with it. And with testing we found that we made
a strong business case for investing considerably more into it. So I would say, when you are
working with video, test anything you can; and get creative with it Ð from production
level, to the type of content that you're creating Ð mess around and see what happens.
But make sure you're measuring it.