Michelle Megna has an exellent article on “Creating Content that Turns Browsers into Buyers” in ECommerce Guide. It’s a summary of a webinar hosted by Lauren Freedman of the e-tailing group inc. and Scott Todaro of DemandWare.

Lauren Freedman of the e-tailing group shares this advice:

the product page… now functions the way home pages used to because many shoppers enter a site by landing directly on these due to more sophisticated search. Each product page should incorporate the best in text, imagery, tools and customer service information. Fifty-two percent of shoppers spend six minutes or more on a product page.

While using video doesn’t make sense for every Web shop owner, for those it does, it can boost conversion rates and average order size. For instance, Sephora has make-up application “how-to” clips at its site that do well.

Scott Todaro of DemandWare shares these “Five Merchandising Tips”:

1. Provide easy access to products through search engine optimization and guided navigation
2. Categorize and segment content for accuracy
3. Create content to set your site apart from others
4. Use visuals such as video and virtual modeling
5. Allow customers to generate content for the site

Filed under: ecommerce, effective online video, marketing, online retail, product video, strategy, video