Magazine article CRM Magazine

Adding Eyeballs with Video: Sports Unlimited Gets an SEO Boost and Increases Sales with Help from Treepodia

Magazine article CRM Magazine

Adding Eyeballs with Video: Sports Unlimited Gets an SEO Boost and Increases Sales with Help from Treepodia

Article excerpt

Sports Unlimited, a 30-year-old family sporting goods business based in Hatfield, Pa., was eager to add online videos to its e-commerce site, but faced the daunting task of creating videos for thousands of products.

"We cover ... football, baseball, basketball, lacrosse, field hockey, plus others, and we stock about 15,000 SKUs. We want to provide our customers with as much information as possible, but there was no feasible way for us to shoot videos of all our products," says Michael Neff, director of e-commerce at Sports Unlimited.

Neff found the answer in Treepodia, a digital production agency that specializes in e-commerce videos. Neff was intrigued by the company's ability to quickly produce videos for numerous products through a customized template.

He was also interested in the SEO benefits of adding videos to a Web site. Like many companies, Sports Unlimited was affected by the changes Google made to its search algorithm last summer and lost some traffic. The company's goals for its videos, Neffsays, were to increase conversion rates and get added exposure on search engines.

Sports Unlimited began working with Treepodia in May 2011, starting with videos for its 3,500 top-selling products.

Neff sent Treepodia digital images of the merchandise and product information. Within 48 hours, the agency delivered videos that were 20 to 30 seconds long and featured close-ups of the sports equipment with the manufacturer's name and phrases like "Get it now" and "Price match guarantee."

Each video was placed on a product page. Customers could access the video by clicking on a "video" button next to the merchandise. Within 30 days, Sports Unlimited saw a 5 percent increase in the conversion rate of items with videos.

Part of the videos' appeal, Neff says, is that instead of "just looking at a static image, this makes the experience a little more interactive, and it encourages customers to stay on the page longer. …

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