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Three essential types of video content

Three essential types of video content | eCommerce | Scoop.it

In the ramp-up to the 2013 holiday season, merchants would be wise to maximize their video offerings. After all, with the web becoming an increasingly visual medium, videos are increasingly proving themselves to be a valuable selling tool. Nearly 60% of consumers say they’re more confident about online purchases thanks to product videos, and 44% say they purchase more on sites that provide videos, according to research from the E-Tailing Group and MarketLive technology partner Invodo. Brand engagement also receives a boost from videos, the E-Tailing Group found: more than half of consumers are willing to stay longer and report being more engaged with sites that offer video.

 

But with video production representing a significant investment, now is not the time for merchants to fritter away time or resources on videos that don’t contribute to the bottom line. During a recent MarketLive webinar, Invodo outlined what kind of video content best aids conversion — and the winning component is practicality.

 

 

While home page videos that evoke the brand’s lifestyle can be appealing, consumers’ top priorities are for video content that addresses more concrete concerns. The E-Tailing Group study found that shoppers are most willing to spend time with videos that educate them about a particular product category, while videos that demonstrate how to use an individual product came in a close second; pure branding videos were less likely to hold their attention. As a corollary, when it comes to location, 55% of shoppers prefer to consult videos as part of the deep consideration process that takes place on the product page; by contrast, viewership of home page videos has fallen by nearly 18% since 2011 — suggesting that the more generic type of content likely to be featured there is less sought-after.

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State of the U.S. Online Retail Economy Q2 2013

State of the U.S. Online Retail Economy Q2 2013 | eCommerce | Scoop.it
In this presentation, comScore Chairman & Co-Founder Gian Fulgoni and comScore Vice President of Marketing & Insights Andrew Lipsman present their quarterly analysis of online retail trends.

 

The channel shift to e-Commerce continues unabated. Retail e-Commerce grew by 16% in Q2 2013, marking the 15th consecutive quarter of positive year-over-year growth. In this presentation, comScore Chairman & Co-Founder Gian Fulgoni and comScore Vice President of Marketing & Insights Andrew Lipsman take an in-depth look at the online retail trends that are impacting the market.

 

Topics in the presentation include:

A Review of Macroeconomic TrendsConsumer Perceptions of the EconomyBuyer Metrics & Product Category OverviewConsumer’s Path to Purchase: Targeting Your Consumers With the Right ToolsAmazon Prime & Retailer Rewards ProgramsE-Commerce Shipping Options & PreferencesMobile and Multi-Platform Commerce
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Adobe Digital Marketing Blog | Tablets trump smartphones in global website traffic

Adobe Digital Marketing Blog | Tablets trump smartphones in global website traffic | eCommerce | Scoop.it

After ana­lyz­ing more than 100 bil­lion vis­its to 1000+ web­sites world-wide, Adobe Dig­i­tal Index has dis­cov­ered that global web­sites are now get­ting more traf­fic from tablets than smart­phones, 8% and 7% of monthly page views respec­tively. Pretty impres­sive for a device cat­e­gory that was intro­duced less than three years ago!

 

We’ve been keep­ing a close eye on how quickly tablets have taken off. Just a year ago in Jan­u­ary we uncov­ered that vis­i­tors using tablets spend 54% more per online order than their coun­ter­parts on smart­phones, and 19% more than desktop/laptop users. Dur­ing the past hol­i­day shop­ping sea­son we saw that 13.5% of all online sales were trans­acted via tablets. And last month before the Super Bowl we learned that online view­er­ship via tablets dou­bles dur­ing big sport­ing events. Now we know that not only is tablet traf­fic more valu­able in terms of ecom­merce and engage­ment, tablets have also become the pri­mary device for mobile browsing.

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