Use Content to Enhance Your Commerce Experience

Use Content to Enhance Your Commerce Experience November 3, 2015

Use Content to Enhance Your Commerce Experience

§  Elizabeth Johnson VP & GENERAL MANAGER, DIGITAL AGENCY SERVICES, @PFSweb

§  Amanda McCreary SR. VERTICAL MARKETING MANAGER, @ACQUIA

§  Eric Engineer VP, STRATEGY & BUSINESS DEVELOPMENT, @INVODO

§  Lauren Teslia DIRECTOR OF OMNI CHANNEL COMMERCE, @ROOTSCANADA

THE AGE OF THE CUSTOMER

Consumers have changed their behavior on how they shop today, it is about the desire to have an exceptional customer experience and they demand an integrated, seamless shopping experience regardless of channel

WHY INTEGRATE CONTENT & COMMERCE?

→  Differentiates brands from their retail partners and positions the brand as the authority or a trusted advisor in their space

→  Increases brand awareness, engagement, and

long-term loyalty by creating compelling stories with content marketing

→  Brands with a strong content strategy and that

prioritize the creation and curation of personalized content are shown to have higher conversion rates

CONTENT INFLUENCES THE CUSTOMER JOURNEY

THE BIG CHALLENGE

The convergence of content and commerce is not a simple task, you need to have the right platform, a strong content strategy and shared vision and goals across the ecommerce and marketing teams

Amanda McCreary SENIOR VERTICAL MARKETING MANAGER

ACQUIA

43.0%

14.5%

-‐33.9% -‐40.0%

-‐20.0%

0.0%

20.0%

40.0%

60.0%

Stock Performance (2007-‐2012)

Source: Forrester Research and Wartermark Consulting

Customer Experience

Laggards S&P 500 Index Customer

Experience Leaders

CUSTOMER EXPERIENCE IS CRITICAL

https://solutions.forrester.com/age-of-the-customer/cio-cmo-strategy-3115Q-3763IK.html?intcmp=mkt:ban:ah:blueprint

What Makes a Customer Experience Leader?

Emotion, not Price Drives Purchase

Source: Gallup State of the American Consumer

“Customers purchase based on price when there is no emotional connection to a particular retailer” ~Gallup

Barneys Content Drives Conversions “Customers who read Barneys' editorial site spend 40% more than those who don’t” ~Matt Linder, Internet Retailer

https://www.internetretailer.com/2015/03/24/barneys-relaunches-its-e-commerce-site-more-personalization

Shopping Intent: Direct vs. Inspire

Direct to Purchase

Direct to Purchase

Direct to Purchase

Direct to Purchase

Direct to Purchase

Explore & Inspire

Be There When Inspiration Hits

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FIVE E-COMMERCE VIDEO BEST PRACTICES ERIC ENGINEER

VP, STRATEGY & BUSINESS DEVELOPMENT INVODO

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DISCOVERY & ENGAGEMENT Promo + Inspirational + How-To

#1 – COVER THE CUSTOMER JOURNEY

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CONSIDERATION & PURCHASE Buying Guides + Product Demos



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CONSIDERATION & PURCHASE Buying Guides + Product Demos


POST-PURCHASE On-Boarding + Product Support


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#2 – MAKE HIGH/MID-FUNNEL CONTENT SHOPPABLE

www.invodo.com/shoppable

Connect inspired and engaged shoppers directly to the product they are excited about

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•  Why PDPs?o  48% of shoppers will leave a retail site ��

if they can’t find visual product content they are looking for (62% millenials vs. 30% boomers)

o  2x as likely to watch on a product detail page

o  7 out of 10 complete 80% of the video

o  Product videos average 4.2 out of 5 stars

o  Viewers are 1.6x more likely to buy

#3 – COVER THE RIGHT PDPs

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•  Why PDPs?o  48% of shoppers will leave a retail site ��

if they can’t find visual product content they are looking for (62% millenials vs. 30% boomers)

o  2x as likely to watch on a product detail page

o  7 out of 10 complete 80% of the video

o  Product videos average 4.2 out of 5 stars

o  Viewers are 1.6x more likely to buy

•  Which products?o  Produce branded content for your best-selling products

o  Focus on high complexity, consideration categories

o  Consider manufacturer-supplied content for long tail

#3 – COVER THE RIGHT PDPs

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Large CTA Near / On Hero Image

#4 – PROPERLY DESIGN AND PLACE YOUR VIDEO CTAs

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Combine Text & Icons



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Combine Text & Icons

View Rates: 5% à 20%+



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#5 – MEASURE EVERYTHING •  Are shoppers choosing to watch video?

•  Am I keeping the viewers attention?

•  Where and why am I losing their attention?

•  Do they care more about a specific topic?

Engagement View Rate, Completion Rate, Attention-Span,

Rewind Points, Drop-Off Points

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•  How helpful was the video in making a purchase decision?

•  What did the shopper appreciate?

•  What would the shopper like to see?

Satisfaction Ratings, Comments

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•  How helpful was the video in making a purchase decision?

•  What did the shopper appreciate?

•  What would the shopper like to see?

Satisfaction Ratings, Comments

•  Did my investment in video generate a positive ROI?

•  Should I increase/decrease the production complexity (i.e. cost)?

Conversion Conversion Rate Impact,

AOV Impact, Influenced Revenue

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FIVE E-COMMERCE VIDEO BEST PRACTICES

1.  Cover the customer journey

2.  Make higher-funnel content shoppable

3.  Cover the right product detail pages

4.  Properly design and place your video CTAs

5.  Measure everything

Q&A

WITH

Lauren Teslia DIRECTOR OF OMNI CHANNEL COMMERCE

ROOTS CANADA

Use Content to Enhance Your Commerce Experience November 3, 2015

Technology

Use Content to Enhance Your Commerce Experience