Edited transcript appears below with examples

MATT CHILDS: Our buyers are interacting with video content, with our websites, any form of digital content before they even make a decision. Most of that journey is done before they even raise their hand and say they’re ready to purchase or make a purchase and take action. So it’s super important for us to leverage this content in a way that actually tells us not only who these people are and what they care about, but allows us to draw them in and get them to convert into buyers.

Video is very, very crucial, and it’s the biggest opportunity that we see to turn video viewers into customers. So today, we’re going to dive into how to take advantage of the opportunity shoppable eCommerce video provides.

How Does Video Play Into Your eCommerce Strategy??

And to do that, this is a common formula that we see across different marketing use cases but applies very much to what we’re going to be talking about today is that you get the right viewer, you get them engaged with the right content, and at that moment, you’ve got them captivated. So how do you get them to convert and buy? That’s the whole point of shoppable video and using video in eCommerce– taking advantage of that moment.

KYLE MORTON: There is a convergence between eCommerce video strategy and content marketing- you’re trying to sell things, but there is a nurturing flow.

There is the establishment of deferred intent that are also critical in order to build up to finally have that moment. We all see the power of video to communicate, using it through that entire cycle, not just thinking about the transaction but through the buyer’s journey. Paired together, interactive video and content marketing ultimately lead to more transactions.

Shoppable eCommerce Video Strategy

Every video has a purpose. You’re producing it in order to help move someone along the journey. There’s a specific outcome. Just like you think of everything in your digital strategy as– how do you get someone to take that next click? Well, that’s what we’re talking about with video. Interactivity is just that fancy term, but it just means getting to that next click to keep those people engaged.

Types of  Interactive Videos for eCommerce

types of interactive video for ecommerce

If anyone looks up trends of consumer video on the web, the top slot is entertainment and music videos. The next two slots are how-to and product reviews. So there is tremendous demand and appetite for this content type because people really want to understand and go deep on the product.

MATT CHILDS: It’s also great because of the SEO benefits. Because a lot of people go to Google to purchase a product. Or they’re trying to solve a problem, and they’ll type into Google, how do I do this? And they land on that video. Then you have their attention. You can drive them through the journey.

MATT CHILDS: The next type gives the overview of the brand. It tells a story.

When you think about going to create videos, you probably start here – it sets a tone of communication with customers and clarifies your competitive differentiators.

KYLE MORTON: Yes, the first thing on your website, for more and more brands, is video. If you follow that logical line, your first experience is going to be beautiful and branded, communicating with sight and sound, not just words on a page. It starts at this top level and should continue through additional promotions.

MATT CHILDS:  What about behind-the-scenes content? This is more sophisticated content, it builds transparency and loyalty.

KYLE MORTON: It’s interesting, right?

You wouldn’t think, let’s show how something is made in a kitchen or a bubbly shower gel, right? But that’s where it’s useful to make the connection between your content marketing plans and your eCommerce strategy.

behind the scenes video

eCommerce marketers will ask, “what do I do next?” Remember, your audience’s consumption appetite is insatiable. Keep going.

MATT CHILDS: Let’s talk about another type of content, lifestyle with product content. This content showcases your brand and products, showcasing the value of a specific product or service. Think of testimonial-type videos.

Successful Interactive Video Experiences for eCommerce and Shoppable Video

This is a video player that interacts with page-level shopping elements. Joyus has made it really easy to not only engage with the video itself but to add the items that are featured within it to your bag or cart for checkout.

To clarify, this is a combination of a video player and a site-level component or page-level component allowing the viewer to take action.

KYLE MORTON: In the cases where you do have those landing pages for a particular experience, and you have control over more than just the video frame, you’ll want to consider the whole experience, but the call to action, very clear, right adjacent to the video. It’s present the whole time.

MATT CHILDS: Now I’m going to show you the future- where you can add that item to your cart and actually make a purchase from within a shoppable eCommerce video.

KYLE MORTON: In the last example where you had control over the whole page, but with this technique it belongs to the video. And that’s great because you can also use it in marketing campaigns with different landing pages. This packages up the same interactive functionality for eCommerce videos, but it makes it portable. Now you can deploy eCommerce video it in multiple locations, not just a product page.

The results? We see a significant increase in the click-through-rate on the calls-to-action that appear inside the video rather than adjacent to the video.

MATT CHILDS: Remember, this could be an editorial content on the blog. You can maintain that conversion opportunity-  might as well give them an option to take the next step, wherever they may be viewing that video.

KYLE MORTON: Yes, West Ham United is a UK football club with a storied history. One of the most important products that they offer are their jerseys. This year, they wanted to supplement their existing strategy, their basic advertisements, but see if they could use their video content to add incremental purchases.

West Ham United Example: to see this shoppable video in action, hover on the video overlay. You’ll see the jersey for sale.

Directly from this promoted content talking about the history of the club, right into the purchase flow. You can click on it, and then it takes you right to the cart page where that’s been added to your cart. This simple, straightforward experience was implemented and rolled out live very quickly. It took two days from inception to “going live.”

The results? This Marketing team was able to attribute 400 net new cart adds within the first week.

Herbalife does a great job with video. It’s quite impressive how strategically they’ve implemented video in order to communicate across their resellers and customer base.

Herbalife is including interactive video in all they do. They include it in email campaigns, using video thumbnails to increase open rates. They also hav

e videos on landing pages every time they launch a new product because they know it increases conversion rates.

Expanding this video strategy to encompass multiple channels at every step of the buyer’s journey is yielding better and better results.

For a recent product launch that they did a clickable video with overlays. These interactivity points at different spots throughout the video timeline allowed their viewers to control their experience and actively engage with the video content.  



add to cart interactive video for ecommerce

The results? Fantastic. This organization was able to attribute over $100,000 in sales directly to the shoppable video engagement in this campaign. This overshot their click-through-rate goal by 9x.

Something I’ll share about the click-through-rate- they placed unique calls-to-action at the beginning, middle, and end of each placement. The clicks occurred about one-third into each section. Hopefully that insight helps you in working within the best practices of video optimization.

How to Make an Interactive, Shoppable Video – Live Demo

Watch our demo on-demand!
Use the Chapter menu in the video above and select,
“DEMO: How to Create Shoppable Video.” 

MATT CHILDS: Great, before we move to questions, I want to talk about some key takeaways.

How to Start Deploying Interactive Video Strategies for an eCommerce Site

  1. Select your best video asset. Assess current video performance and create a wishlist of what you’d like to improve upon or test- and then get started!
  2. Choosing among several thousands of video assets can be hard. So why not start with a group? You can test optimization techniques using HapYak’s easy templates to apply changes and scale efficiently.
  3. Get creative with your definition of an eCommerce video. Embrace the whole buyer’s journey and don’t just test interactivity on product pages – every video can be improved!
  4. Employ the right set of video marketing tools that will allow you to track and measure your results, as well as show the ROI of video.

Shoppable eCommerce Video Q&A (with Kyle Morton)

“I have a handful of product videos. How do you recommend testing and measuring interactive videos?”

Think about measurement first, right? So how would you measure the success of that product page without interactive video?

5 Product Page KPIs for eCommerce

  1. Page Load Speeds
  2. Desktop vs Mobile Experience
  3. Product Page Visits
  4. Returning Visitors
  5. Cart Abandonment Rates

(read more: KPIs for Brand Managers and Sellers)

There are lots of different measurement tools- your cart system or web analytics. Regardless, think about the calls-to-action you’d use on that product page and then think about how you would connect those web-centric CTAs into the video itself? Integrate your content mediums. You should approach this as if video wasn’t involved and then just apply those same decisions and content marketing logic, just integrating it into the video itself. That’s the best way to think about it.

“Can we use HapYak Interactive Video on Facebook and other social channels?”

Most of the social networks are still walled gardens, meaning external tools aren’t granted access at this time.

HapYak is part of the native Brightcove player. But even though the Brightcove player renders in Facebook that functionality isn’t available yet.

Strategically what I can ask you to consider is, “how are you going to leverage your social strategies in order to drive traffic to your site where you have control over the whole funnel?” From an eCommerce perspective, you have to remember that anything that happens on Facebook… well, Facebook would want a piece of the action. That’s the reality of it. So create that journey from social to your site, because you don’t want to share your revenue with Facebook.

“What other metrics should we be reporting on for eCommerce video?”

If video is tied into revenue, and marketing automation is a part of the equation, which viewers are viewing those videos? Are high-value contracts or frequent shoppers viewing content? Can you identify them?

Also, don’t become too consumed with monitoring completion rate. We’ve found it’s more important to look at the drop-off point. Once you know that, you will know how to optimize your content and place calls-to-action that engage them at these spots.

Furthermore, utilizing interactive techniques lessens the burden for the video production team. They don’t need to go recut videos, instead, anyone can add new or different CTAs, making an effective use of that video data. Suddenly, you’ve created a much more effective experience without having to take on the expense of creating the new asset.

“What is the best practice for taking CTAs that were on the page and bringing them into the video?”

Remember, just because you have an adjacent call-to-action or a prompt below the video, don’t think that’s enough. We absolutely have evidence to say that adding an in-video CTA is not going to create diminishing returns. It’s always good to test. In fact, our results show it’s going to achieve a better click-through-rate and viewership than the on-page CTAs.

On the technical side, it’s possible to, in some cases, to “call” the on-page functionality. So if you’ve already invested in technology for exactly how your cart works and how you pull people into that buyer’s journey, you’re not going to want a custom API integration. That’s okay, but consider how triggering an in video call-to-action could be a great way to leverage what you’ve already created.