An article published today in Practical eCommerce raises some critical points regarding evaluating the effectiveness of video on eCommerce sites.
Practical eCommerce Video Metrics
The initial statistics show a high adoption rate by eCommerce sites, and relatively low click-through rate for the content. Not surprising. As a study completed by Future Merchants (click here for the study) found, the technology used, type of video programming, online location of the content and several other measures may provide insight into WHY those statistics are so non-compelling.
Video for eCommerce sites, if limited to product demos, is going to continue to represent a small improvement to overall site metrics. And in order to have even that small improvement be measurable at the top line level, those product demos have to be applied to a significant portion of the SKU base. Which at the moment remains a difficult proposition, and unjustified when the 80/20 rule of SKU contribution is taken into consideration.
Effectively implementing video within an eCommerce site represents a strategic undertaking that can have an enormously powerful benefit for both the eCommerce metrics and on a multi-channel basis. Or it can be a waste of time and resources.
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