How Outnorth is boosting sales with automated video on product pages
How to cover a vast product range with video?
Outnorth’s huge product assortment covers many technical, specialized items as well as more casual products. So potential customers need a lot of information to help them make the right purchasing decision. For example, someone taking an Arctic trek needs the correct products to brave the harsh conditions – so it’s vital that product information is rich, accurate and easily understandable.
Alternatively, other customers may need just a quick glance at a product to decide it’s right for them. The best way to cater to this wide variety of audiences? Covering Outnorth’s product pages with relevant video.
The problem was realizing these benefits. While their ecommerce platform supported video content, only a small number of products were covered by video. And their platform limited Outnorth to just one product video per item.
And then,there was the issue of resources. Adding videos manually is a time-consuming and resource-intensive process. Outnorth knew they needed this process streamlined, and without having to employ an army of people to add, maintain and update the videos.
Enter Syncle.
Getting thousands of videos automatically to product pages
Syncle’s collaboration with Outnorth began with the Swedish domain, Outnorth.se. Through Syncle, Outnorth enjoyed comprehensive video coverage of their product selection within just a couple of weeks. Importantly, this was all realized without any manual work required from Outnorth.
Within one month of getting access to Syncle's video enrichment solution, more than 10 000 videos were added to 7 100 products, reaching over 62 000 video views. And the upward trend has continued.
The speed with which videos were added was a huge benefit. We could have never done it so quickly ourselves. The whole implementation process was so easy and as a marketer I didn’t need to involve IT, which is rare!
Videos increase time spent on site
Straight from the get-go in 2017, Syncle has automatically added thousands of videos to Outnorth’s product pages. Each and every video is handpicked and validated by a human being to ensure quality, relevance and on-point messaging. This video content adds on average over a thousand hours to the monthly time users spent on Outnorth’s site.
Also impressive is the average length of video views, with 30% of site visitors watching over 90% of a given video. Proof that video content is an invaluable tool in transforming viewers into customers.
Today, Syncle’s cooperation with Outnorth has extended to six websites across Europe. Outnorth has continued to see outstanding results: Add-to-cart rates of those who watched video over those who didn’t have consistently hovered around 432% higher. This backs up already known statistics that consumers who watch videos are on average 1.8 times more likely to make a purchase than non-viewers*.
Some things can be difficult to quantify, so what really pushed us over the line was the undeniable effect on sales. With A/B testing we were able to identify a direct correlation with add-to-cart, thus proving the influence product videos were having on our customers and our sales.
