Last Updated on Tuesday, 17 May 2011 05:40
Written by Professor James Goodfellow
Thursday, 16 December 2010 11:34
Video Drives Conversion, Sales and Traffic While Increasing Return On Investment
Online retailer Living Direct found that videos boosted conversion as well as increasing time on site by 9%. (Internet Retailer, October 2010).
Internet Retailer reports that visitors who view product videos are 85% more likely to buy than visitors who do not, based on OnlineGolf.com results. (Internet Retailer, April 2010)
Retail site visitors who view video stay two minutes longer on average and are 64% more likely to purchase than other site visitors. (Comscore, August 2010)
In tests merchants such as Archie McPhee experienced conversion rate increases averaging 30%, with a range from 12% to 115%. (Practical Ecommerce, November 2008)
According to Internet Retailer, Shoeline.com saw a 44% increase in online sales conversions by using videos to showcase their products. “With such positive results on our existing videos, the goal right now is to add video to as many of our products as possible,” says Frank Malsbenden, VP and GM of Vision Retailing Inc., the parent company of Shoeline.com. (Internet Retailer, January 2009)
Zappos reports a 6% to 30% increases in sales for products with video. (ReelSEO, December 2009)
Discovery Channel increased video streams 123% by properly implementing video sitemaps
20% of all males surveyed cited online video as a significant influence in recent purchases of jewelry and watches. (Ad-ology Media Influence on Consumer Choice survey, September 2008)
Ice.com found that viewers who chose to view video converted at a 400% increase over those who did not. Ice.com also credits video with decreasing returns by 25%. (Internet Retailer, December 2009)
Implementation of video decreased returns by 27% for PFI Western. (Videocommerce.org, December 2009)
Shoppers who view video at Onlineshoes.com convert at a 45% higher rate than other shoppers, and the site has seen a 359% year-over-year increase in video views. Product pages with video have higher conversion rates than product pages without video. (Internet Retailer, February 2010)
With proper optimization, video increases the chance of a front-page Google result by 53x. (Forrester, January 2010)
Video in email marketing has been shown to increase click-through rates by over 96%. In response, the number of marketers planning to use video in email campaigns has increased 5x since the beginning of 2009. (Implix 2010 Email Marketing Trends Survey)
Consumer packaged goods firm Reckitt Benckiser found that online video delivered a 6% increase in in-store sales. (Reckitt Benckiser / Nielsen, May 2010)
Rich media ads containing video increase purchase intent by 1.16% and drive success more than four times that of Flash animation. In addition to the increase in purchase intent, video ads appear to increase consumer brand loyalty. Viewers favored a brand 2.30% more when exposed to rich media with a video ad opposed the tiny 0.15% increase simple Flash animation experienced. (DoubleClick, The Brand Value of Rich Media Ads, June 2009)
Consumers Use and Trust Online Video
Over 90% of shoppers surveyed found video useful in making purchase decisions, according to a study of Swimwear Boutique customers. (Internet Retailer, October 2010)
From July 2009 through July 2010, the number of US video viewers on retail sites grew 40%, outpacing 17% growth in the number of total US online video viewers. 96% of online shoppers also watch online video. (Comscore, August 2010)
Video views doubled from 14.8 billion to 33.2 billion between January 2009 and December 2009. 86.5% of all US Internet users watched online video during the month. The average viewer watched 187 videos and 12.7 hours of online video during the month. (Comscore, February 2010)
A minute of video is worth 1.8 million words according to Dr. James McQuivey of Forrester Research. (Forrester, January 2009)
Online Retailers are Implementing eCommerce Video
33% of online retailers plan to add video to their sites in 2010, making it a higher priority than any other advanced feature. (eMarketer, March 2010)
Leading online retailers added video to their sites in 2009 to increase online sales. PetsUnited, the owner of 10 eCommerce sites, saw a 50% jump in average sales when shoppers made a purchase after viewing a video. (eMarketer, January 2009)
eCommerce video success can be clearly measured. Conversion rate, cart abandons, increased traffic and View Through Rate (VTR) are key to demonstrating success. (Practical Ecommerce, March 2010)
eMarketer senior analyst Jeffrey Grau characterizes the benefits of video as including “…a lower number of abandoned shopping carts, reduced return rates, and higher sales.” (eMarketer, January 2009)
Search engine optimization (SEO) and online video were the two top priorities for online retailers in 2009. Online shoppers who viewed video had a larger shopping ticket than those who viewed traditional rich media such as flash animations. (Internet Retailer, January 2009)
Customer Testimonials
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CLIVE is about delivering results for our customers
Hi, I'm Don
Please find just a small sample from our hundreds of customer testimonials - at CLIVE we believe it is not about technology (we do that best) but more about communication and how we help our customers achieve their goals. More testimonials available on request.
"Like all technology, it's critical for every organisation to plan and implement it in the most professional and effective manner to gain the optimal business advantage. I did my research on the best in the business in this field and Scott is world-class. His knowledge and expertise is outstanding and experience with what works/doesn't work is priceless. I'm delighted with the results of my online brand presence thanks to the great job he and his team delivered. Highly recommend with a 10/10."
Top qualities: Great Results, Expert, Good Value
Iggy Pintado, CEO and CNO (Chief Networking Officer) at ConnectGen
Head of Online Sales, Telstra Business at Telstra Corporation
Head of Channel Development, Telstra Business at Telstra
Director of Marketing at IBM Australia
"Dear Scott, it's been over 12 months since we've been doing business with the you and I wanted to express my sincere thanks for all the hard work, dedication and commitment you and the team have displayed in assisting UBM Medica with the tools to be able to drive the online business forward.
Not only have we seen considerable growth in online spend, but the opportunities you have presented has helped us deliver a more enhanced media platform, which has inturn also seen us show growth in our more traditional print products.
The technology is easy to adopt, easy for clients to understand and extremely transparent.
I look forward in continuing to work with you over the years, and thank you once again for helping to make that transition such a smooth process for our business."
Regards
Rose Fulete, Advertising Sales Manager, Medical Observer Weekly | Medical Observer Practice Nurse |myDr.com.au
"Clive" service is terrific - it let's companies add a level of "personalisation" to their web sites which adds tremendously to building on the relationship between a client and their customers...all on the web! How cool is that!"
Kevin Mackin , General Manager, Australia and New Zealand , Coremetrics
Director Australia and Asia Pac at WebEx Director,
Product Marketing at Compaq (Silicon Valley)
Marketing Manager at Telstra - PABX Division
“I have worked with Scott through Ridge Films and their CLIVE product. I found Scott very professional and easy to work with. Being filmed for our website was a leap out of my comfort zone but Scott and his colleagues at Ridge Films made it an enjoyable experience and the finished product is outstanding. Having CLIVE on our website has increased our profile whilst allowing potential clients to see the face and hopefully the friendly nature of our personalised service. I have no hesitation in recommending Scott and Ridge Films.” Top qualities: Great Results, Personable, Creative
Maria Cook, CEO Sutherland Shire and St George BEC Executive
Director of Ronald McDonald House Charities
“Scott approached me to share a product that he had developed to enhance my website and ultimately increase my lead generation. Scott demonstrated the product- Clive Video and I was very impressed with the quality and simplicity that it offered. The project went extremely well and I am now enjoyng additional sales because of what Clive Video now offers potential clients. I can highly recommend Scott and the team at Clive Video.”
Top qualities:Great Results, Expert, Creative
Jeff Vassel, CEO, Corporate Coffee
Frequently Asked Questions
Written by Scott Maxworthy
Friday, 16 October 2009 05:55
Your Website Presenter?
Is it better for you or a professional presenter on your website?
Pros and Cons.
What is your communications objective?
If you are the face of the business then 9/10 you are the best person as your initial Presenter. Our role is to help you achieve your best performance.
Pros
The major benefits of personal presenting are -
Personalising your website builds your brand (you) and trust.
You keep your message "real" so your potential new customers see what they are going to get (ie you)
You present your finely tuned, core message consistently, worldwide, 24/7.
Web lead prospects are highly qualified.
Examples: Executive Management, Business Owners, Sales and Marketing People, Professional Presenters, Actors, Entertainers, Real Estate Agents, Lawyers, any customer facing role.
You can use our professional presenters for returning visitors or for brand and advertising type messages.
Brand
If your focused on brand, service product demonstration or training etc then we suggest a professional presenter or your experienced product manager/ demonstrator.
Note: If you are a Professional Presenter or Performer then please contact us for special media partner rates.
Script Writing Assistance
For SILVER LEVEL please provide your script ASAP after placing order (we'll provide tips). We also have a network of professional script writers if you require assistance.
For GOLD LEVEL, complimentary 1 hour script online review is included. Please provide first draft ASAP after order.
Filming Location
Sydney: Our main studio location is at RidgeFilms, Level 1, 13 Cawarra Rd, Taren Point, NSW, Australia, 2219
Studio Partners: Please contact us for our National Studio Partner locations
Mobile: - Our mobile green studio can be setup in any 3 x 4m, anywhere across the country with only a few days notice (loadings apply).
International Studios: We have studio locations across the globe. Please contact for rates.
The Studio Experience
With our GOLD and PLATINUM level productions we openly invite you and your client into the production process and to share the creative experience - including remote video conferencing.
Video and Player Effects
SILVER - Standard video Fade in and Fade Out - 1/2 body.
You can chose full body or half body. Please contact us for more information.
PLATINUM - Applies to our high end media and advertising solutions including high tech stuff like passing of Flash variables between advertising elements; CLIVE to banner integration, video inserts. Please contact us for more information
Easy, fast, one line of code implementation
Very easy - just one line of code. The focus is on "effective online communication", the technology implementation bit is easy.
Bring your website alive with CLIVE!
CLIVE Production Process
Big or small projects, there are three basic steps to producing your website video clip
1. The Brief and Pre-production
2. In Studio Production and
3. Post Production and Implementation.
STAGE 1. PRE-PRODUCTION
Campaign Design Brief:
It's very important to know where you are going before you begin. Your creative brief is like a road map. A great brief leads to imaginative and persuasive ads, websites or videos. And gets you there quickly.
A bad brief starts you off in the wrong direction. So you have to stop, figure out where the heck you are going and start again. Or worse, you follow that brief to Trash Town, a total waste of time and energy.
In a nutshell,
Who is your audience?
What do you want to say?
What do you want your visitors to do?
Most visitor attention is short - keep your message short and simple - What's In It For Them?
At the SILVER package level you need to provide the scripts (we'll provide tips) and we only use professional presenters (can deliver a unrehearsed script to camera in 1-2 takes).
At a GOLD package level we'll help you with script development and you can use either your or our presenters.
Scripts and Talent:
This is the most time consuming step. Below are a few tips to consider if writing and/or presenting yourself.
Clips are billed in 30 second increments
Tips
1st Draft
From your Creative Brief create a rough, bullet point outline of your script -
the Intro (who/ what, how much, when, where, how to and why);
the Body,
the Close.
Don't try and write and edit at the same time, this is a common writing mistake. Write naturally then edit afterward.
What is your video call to action (what do visitors to do - click; fill in a form; call etc)?
2nd Draft
Think of your audience and their response. WIIFM (What's In It For Me?).
CLIVE is a very close, personal relationship (usually less than 1m). You are entering their space - you need to build trust, confidence and course of action.
What emotion and action are you trying to invoke?
Remember you are competing for your customers valuable attention - entertain to inform.
Duration - we recommend a 30 sec clip for website intro home page. Longer scripts more detailed the page - eg demonstrations.
Roughly 60 words = 30 seconds.
Read it out aloud - how does it sound?
3rd Draft and Edit
Make a strong, professional first and lasting impression - objective is to create top of mind awareness/ action.
Remember a script is not just the words, it is the images and actions. For example - popping up a picture of a beautiful sunrise is easier then describing it in words.
Keep your messages short, sharp and to the point - it's very easy to get wordy.
Sometimes short is best, think pauses, breathing, natural flow (see script examples)
Outsource Script writing: Our prices include a final review of your script. If your budget allows think about a professional script writer - allocate $300+ (prepare a campaign brief first and give it to them - you'll get a better result)
Presenters/ wardrobe:
Presenter pricing is included in rates (based on Standard Production Days and availability).
Presenter rates are for non exclusive; web only; global; unlimited duration performance.
Is special make up required or any props required?
Note: No green clothing OR No blue clothing (we shoot on either blue or green screen)
Interactivity
What other dynamic elements can be added - sound effects; pop up boxes; hyperlinks; overlays (GOLD LEVEL ONLY)
Standard is fade in and fade out.
STAGE 2. PRODUCTION (In the Studio).
Average Production Lead time:
Please allow ample lead time for your first video clip (and for us to organise any relevant material, talent and production crew).
For urgent rush jobs (loadings and conditions apply) we can turn around production to website implementation
In Sydney Studio (two days);
Most places around Australia and New Zealand (four days);
In most cases you don't have to worry about this - the standard production is fade in and fade out.
Advanced
Video editing; zoom, special sound effects, captions, spotlights, flash element integration, captions, Adserving etc
See Features and Customer Showcase
Price on Application
Website Implementation (Included)
Your video will be available within 1-14 days of shoot ready for easy website implementation.
We provide either you, your web master or your client with just one line of script code to embed in your website HTML.
Note: For more advanced Advertising Campaigns this code has been tested with most ad-serving engines.
Video Control Panel
It's not just a transparent Flash layer - unique to CLIVE we provide you with a backend Video Control Panel to manage all your videos. This allows you to control video placement, user cookie control, delays, pauses, video click hyperlinks and also provides video analytics (Number of plays, Click Through Rates, Complete Plays etc).
Video Streaming Costs (inclusive GST)
One of the most important elements to effective internet video is play speed. We have a global network of video servers with optimised video routing from our servers for your viewer (minimises video buffering). Our system can handle thousands of simultaneous viewers and does not impact your website performance.
12,500/ 1 year of plays are included in your first order
CLIVE Branded Video Player.
Add $300 if you do not wish the CLIVEvideo link to appear on your video player.
To place a booking or for more information please call contact us on +61 2 8005 8072
Deposit
50% on Booking + 50% on filming completion
Booking cancellation fee - 50% of Deposit
Script Calculator
Your CLIVE videos will be most successful with short, clear messages, that resonate with your audience and give clear direction .
While producing quality scripts can take time, a good script can get as high as a 20% audience retention rate.
If your viewers are engaged, there's a greater chance they'll continue to browse or better still buy and share.
Chisholm's Script Tips
The substance of the message needs to be clear, so stick to one or two topics to save confussion. Write scripts that are engaging, to the point and not all about you, this will resonate better with your audience.
Videos can be any length, though a 15 second video grabs attention fast and minimises the risk of you unloading to much information and overwhelming your viewer.
If your budget allows use one of our professional script writers.
Section Blog
Your CLIVE videos will be most successful with short, clear messages, that resonate with your audience and give clear direction .