Erin Hogg

Video Ecommerce: Getting up close and personal with products

July 22nd, 2014

Creating an engaging experience for online shoppers is key to increasing conversion. Time and time again, we have seen case studies from in-the-trenches marketers who improved a user experience with engaging content, better catered to their customers’ needs, and ultimately, achieved revenue gains.

Videos are a treasure trove of opportunity for ecommerce marketers. Rather than static product images with bland descriptions, videos convey how a product looks, feels and works much better when a customer physically cannot touch a product.

At this year’s Internet Retailer Conference and Exhibition in Chicago, MarketingSherpa hosted the official Media Center at the event. Ecommerce marketers and industry experts shared their insights into what works, and what the future of ecommerce will look like.

Sukhinder Singh Cassidy, CEO and Founder, Joyus, stopped by the Media Center to share her story along with some tips for effective video marketing.


Joyus is an ecommerce site where fashion, beauty and health experts find the latest and best products, which can also be purchased directly from the site. The videos are brief, showing  products in action with highlights from the experts on their unique features. Videos are also time stamped, so users can skip ahead to what they want to know about a product, whether it be sizing or color choices.

Here’s an example of one of Joyus’ product videos:


But Joyus doesn’t stop there.

Users can also see what other products were featured in a video, and join the community conversation via a Facebook embedded Q-and-A section.

In a way, Joyus has transcended video marketing and uses videos as content marketing. High-quality, informative videos that are easily sharable engage users incredibly more for Joyus.

All of these efforts have earned impressive results. Joyus reported that its video viewers are buying 4.9 times more than those that do not watch the product videos, according to a news release.

Sukhinder, who was named one of the “power women who are reinventing the way you shop fashion online” by Forbes, explained how Joyus effectively uses videos to sell products.

“Regardless of what you’re doing, I think you want to create a sustained relationship with your audience,  find the person who represents the brand voice and use them repeatedly,” Sukhinder said, referencing the various experts that appear on Joyus.

As for messaging, “you’ve got to keep it really tight, so when we talk about product messaging, we’re typically seeing a single video about a product. Why? Because you can focus peoples’ attention.”

Watch her interview to learn more about improving your social media efforts, and how to showcase videos via email marketing.


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Categories: Ecommerce Eretail Tags: , , , , ,

  1. July 29th, 2014 at 04:30 | #1

    Hi Erin,

    I’ll start with a brief disclaimer – I’m a member of the team at – we’re the leading provider of automated product videos for ecommerce (You can experience our technology on Walmart,, cnet, etc.)

    Very interesting post, especially given the awesome ROI insofar as conversions are concerned. This echoes our own findings, that vendors in fashion / jewelry tend to see a very high ROI on integration of video to product pages (The increase in conversions we measured back in 2010 was 134% on average, across a large group of our clients in the sector).


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