Justin Foster Co-Founder, VP Market Dev, Liveclicker Founder/President, Video Commerce Consortium 253-988-3183 justin@liveclicker.com
The State of Video and E-Commerce Using Persuasive Techniques with Video
Motivation, Simplicity, and Triggers 8-Step Process for Creating Persuasive Video
Q&A
Practitioner
Revenue Lift1
133% - 200% 200% 40% “Substantial Lift.” “It Works.”
Source: Video Commerce Consortium, “Building an Effective Video Commerce Strategy,” Nov. 2008
Practitioner
Revenue Lift1
88%
Returns down 10%
50% 44%
50.1% - 138.9%
Source: Video Commerce Consortium, “Building an Effective Video Commerce Strategy,” Nov. 2008
Engage shoppers with storytelling Humanize the selling process Show products as they appear in “real life” Entertain and educate Reduce uncertainty and fear Provide a richer customer experience
Fogg Behavior Model
Every product solves a problem
Pleasure/Pain, Hope/Fear, Acceptance/Rejection
Consider leveraging personas with video
Save customers the physical effort by bringing video to them
Three Characteristics of Successful Triggers
Must be noticeable.
Must be associated with the target behavior. Occurs when we are both motivated and are able
to perform the target behavior.
1.
Choose a simple behavior to target.
2. Find a receptive audience (placement, cat, product)
Product Pages Site Search Purchase Targeted Email Category Pages Brand Pages Preference (Loyalty)
Consideration
Untargeted Email Untargeted Display Awareness
3. Find what is preventing the target behavior
4. Ensure the video fits the context of the channel
(Loyalty) Purchase Service/Support Product Pages How-To, Troubleshoot Educate, Feature & Benefit
Preference
Consideration
Site Search
Targeted Email Category Pages
Feature & Benefit, Making Choices
Product Viewpoint Special Offers / Opportunities
Brand Pages
Awareness Untargeted Email Untargeted Display
Branding w/Call To Action
Contextual/Behavioral Targeted w/Product or Offer Feature
5. Find relevant examples of persuasive video
http://video-commerce.org/2009/more-retail-video-examples/ http://video-commerce.org/2009/which-online-retailers-are-using-video/
6.
7.
8.
Imitate successful examples Test & iterate quickly, using lower-cost production methods at first (if you can) Expand on success
Persuasive Technology
8 step process for designing persuasive tech: BJ Fogg, Ph.D.
Fogg Behavior Model: BJ Fogg, Ph.D.
Video Commerce Consortium
Largest and fastest-growing consortium of interactive
marketers seeking to learn about and advance the use of video in e-commerce
Justin Foster Co-Founder, VP Market Dev, Liveclicker Founder/President, Video Commerce Consortium 253-988-3183 justin@liveclicker.com