Retail, in the eyes of the everyday customer

new ideas and thoughts about the online retail world

Selling 18th Century Items Using YouTube

with 4 comments

Every e-tailer (big-small, broad-niche, impulse buy-pricey stuff, PPC-SEO, single purchase-lifetime value) has a definite set of strengths and weaknesses.  The key to success is focusing on your strengths.

Jas-townsend.com is a niche e-tailer that is good at making product videos, which they use abundantly throughout their site.  I wonder how many conversions can be directly attributed to these clever videos? Some examples-

Written by betterretail

February 21, 2011 at 10:20 am

Posted in uncategorized

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4 Responses

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  1. Those videos are beyond awesome.

    It looks like a lot of people work there. I wonder how big that business is!

    They need to feature a giant About page on their web site that shows their personality as well as all the YouTube videos do.

    L

    February 21, 2011 at 4:02 pm

  2. I think we do the videos 57% because we love to make them, 33% because we think it will increase sales, 25% because we like to learn new things and 17% because we are masochistic. As for increase in conversion – I have absolutely no idea how much it has increased sales but I do know that the videos make our customers believe they are our personal friends and it really helps us connect with the average person who calls in. The response has been very positive.

    Our company has about 30 employees.

    As for an about page, I probably didn’t do one because that sounded boring and I figured most of our customers already know who we are. Hmmmm, what would I say….?

    Jon Townsend

    February 21, 2011 at 6:34 pm

    • Hi Jon,

      I’m confident your videos are strongly influencing conversions. BTW, the direct impact of your videos (right down to the dollar) can be measured by adding small javascript code. Once you know “video x” increased net profits 12% it’s easily to motivate yourself to make more.

      I also believe adding an About Us page is super important. Your video makes it clear Jas-townsend.com is a fun company. About Us page would appeal to shoppers interested in Jon Townsend’s story. Also, people shop in different styles- some, like me, love videos while others prefer reading text.

      betterretail

      February 21, 2011 at 7:29 pm


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