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Rico Nasol of Zappos delivered a presentation on Nov 17 2009 at StreamingMedia West in San Jose detailing the impact of video on Zappos' business.
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Zappos Videos
VIDEO IS HUGE!!!
• SEO• CUSTOMER EXPERIENCE• CAPTIVATING• UNLIMITED ACCESS• COST EFFECTIVE• MUST BE UNIQUE (In-House/UGC)
Zappos approach to video
• Product Videos*– Landing pages– Product pages
• Educational Videos*– How To Site
• Zappos.com/how-to– Zappos Insights
• Zapposinsights.com
• Personal Experiences (Social Media)• Blogs.zappos.com
*my team’s focus
Video Product Description
Results
• Product Descriptions– Significant increase in conversions
• Landing Pages– Increases customer interaction– Lower bounce rates
• Zappos How To and Blogs– Increased organic traffic– Lower Pay Per Click cost
Video push for 2010 & beyond
• 50,000 product videos (7,500 YTD)• More landing page videos• Bigger video teams in KY and LV• Greater focus on overlays• Marketing and Customer Experience