So you have developed this great online shop that you are really excited about and you have identified your market. All you need now is to connect the two. Google ad words, paid advertising, blogging are all common practices to create awareness. Many business’s rely on search to acquire customers, be it natural or paid. So it is important that you are getting the most out of search and this is where video comes in.
Blended search has now become a common practice by some search engines including Google by expanding the results beyond text to show different types of content such as maps and video. This shift in search is providing forward thinking companies an advantage in today’s search engine game. For instance, let’s say your product or service makes the first result page but its way down towards the bottom. Many searchers won’t click through as you are not near the top three and don’t stand out. If however you had a video thumbnail next to your result you would certainly be standing out, and the chances of a click through are now more favourable.
Furthermore, Nate Elliot at Forrester published a blog post titled, “The Easiest Way to a First-Page Ranking on Google.” In his post Nate comments on the results of an experiment they did with video and concluded…
“Not only are video results increasingly common in Google’s search results, but your videos stand a much better chance than your text pages of being shown on the first results page.”
So if you are bought into this idea let me try and take it a step further. If you use Youtube or another video sharing site, the searcher will be taken to the location of the video on the video sharing site. Not ideal, as you the merchant want that referral. This is where vzaar can help.
If you use vzaar the searcher will be taken to the url (which you provide) of where that video appears on your site. vzaar redirects searches to this URL, as we are not looking to drive your business to our site but to yours.
vzaar offers this feature to all of its paid subscribers. So videos not only keeps customers on your site longer (which increases conversion) but can now actually help you be more effective attracting users to your site from natural search too.

One of the most asked questions at vzaar HQ from users is “what is the ideal video length?”

Now that’s a really hard question to answer. Someone selling a diamond ring might be able to get their message across in a few seconds, whereas an eLearning company talking in depth about their topic probably needs more than 15 seconds in which to do that. So, in short, there is no one perfect answer. Sorry!

What we have learnt is that attention span’s of those watching your videos are limited and that anything over a minute will generally start to lose viewers. Our completion rates confirm that against shorter, punchier videos. So where possible do try to be brief, to the point or snappy as one might say!

Video Length Sweet Spot

Some interesting data to back this up has just come to light from tubemogul who sampled over 180,000 videos and have found that for anything under 30 seconds you’ll capture the full attention of an impressive 66% of your audience.

video length vs audience attention span

Worryingly, a video length over 2 minutes and over three quarters of your audience (or potential buyers) switch off. So try to keep it short and to the point.

Quality over quantity

It is important to remember that what you say is equally important as how you say it. Try to get your message across as early as possible and practice the elevator pitch technique to ensure you cover everything you want in a concise but brief way. It is all too easy to ramble on for minutes only to find you haven’t even touched the topic you want your video to focus on.  A shorter video length which covers a single topic will improve engagement, making it easier for your audience to digest and share.

In the digital age you can practice and shoot as many takes as you feel necessary, so try different video lengths and see what works for you.

 

A new feature for us at vzaar, our Featured Business post allows us to share with you the success enjoyed to date by businesses who embrace video as a means to drive online sales.
So first up is [Silver level](http://www.vzaar.com/purchase/packages) vzaar seller [Diamond Jewelry United](http://stores.ebay.co.uk/Diamond-Jewelry-United) who sell under the guise of bestprices_ms on eBay.
Bestprices, a diamond seller based in Belgium, sell diamond jewellery on eBay using vzaar. The firm has been in the diamond business for forty years and started selling diamond jewellery two years ago. They started selling on eBay in 2007 but only started making serious inroads in January this year when they started listing items daily.


Steven Grunhut, Diamond Jewelry United

Listing hundreds of quality items a month, all of which carry video, they have no doubt that videos help them sell more. That’s because when it comes to selling precious, high value items inspiring confidence and trust is vital for attracting buyers. “*Although more people are buying diamond jewellery online every day*,’ says the Managing Director Steven Grunhut, “*it is still very risky as people are never 100% what they are getting because no 2 diamonds are alike*.”


As well as inspiring trust, Steven believes vzaar videos a have given him a critical edge because despite being relatively new to eBay he’s already successfully competing with established sellers. “*We have realized that there are hardly any online jewellers that are using this technology. When we started selling jewellery on eBay we had a tough time getting to the top, however once we started using vzaar our sales improved and within weeks we were competing with the top sellers in our category*.”
Bestprices integrate the videos into their HTML listing templates meaning that the video is prominent and attractively integrated to best effect: Steven claims that each video only take about 5 minutes to create and drop into their individual template. In order to show off the diamond jewellery, Bestprices have also invested in some new video equipment and special lighting, but as their superb videos and increased selling success testifies, it was well worth it.

time
A year in I thought I’d share with you some of the web applications that we’ve utilised here at vzaar in our drive for efficiency and openness. We’ve found all of the following to be good value in terms of subscription fees and ultimately the cost of time saved. From my experience as a company gets bigger it becomes harder and harder to control and manage information and data so establishing some basic practices early on can prove invaluable. Not all of these necessarily have to be technology led but in the web 2.0 sphere we’d certainly recommend any of the following:
Backpack
In a start up there is a lot going on and so sharing information quickly and easily is really important. As we became inundated in reports, various log in details, calendars and reminders we turned to Highrise because it gives you the ability to open up the administrative side of your business to your team. With all hands to the pump the ability to share information and therefore save time on circulating the very same stuff becomes vital. As an online application it means we are also freed from the boundaries of our desktop to be able to work on the move and at times when people are away or otherwise busy. It even has a Facebook style status update which means at a glance you can see what your colleagues are working on there and then.
Highrise
Another funky solution from the team at 37signals, Highrise is a shared contact manager that helps you keep track of who you talked to, what was said, and what to do next. As well as being an address book that all of the team can access it really acts as a CRM tool for sharing communications. Every contact in Highrise gets a page and by logging all emails and phone calls any of the vzaar team can view the latest state of play in regard to any customer. As well as freeing up your hard drive one of the biggest benefits has been that as colleagues we can cover each other at times of absence as I can see what anyone customer is saying and can retrieve all historical conversations without having to log into anyone’s PC. If I was being uber critical it would be nice to be able to import contacts in bulk but I believe that is something they are working on.
Unfuddle
With lots of technology changes and new features to be released its crucial to have a ticketing system in place that allows you to clearly label, prioritise and assign work. That’s where for us unfuddle earns it stripes. As a project management tool it is a relatively simple and effective one that means we can track bugs, feature requests, and more. Assigning tickets to colleagues means you can delegate work but still track its progress with ease. You’d think that in a small team that would not be necessary but if I tell you that we currently have 50 odd tickets logged, and of late have closed around 150, you might understand why it has been such an valuable and cost effective tool.
Twitter
Who isn’t on twitter it seems! If you are then you’ll know how it works and how useful it is as a tool for prompt, micro blogging. We’ve taken a twist on that here at vzaar because we are using it as a Customer Support tool. By following us on goingonatvzaar, you’ll receive brief updates on our service. Whether it is a change to the platform, the release of a new feature or warning users of when something is sadly not working, the twitter feed has proved to be a fantastically cheap and effective means of communicating to users en mass. We’ve embedded the feed on our Help pages which has helped reduce the volume of customer support emails and over time we hope to see more of our subscribers follow our tweets on one of the many desktop clients and applications that now support Twitter.