_Background

Leveling up community content with video

Webhallen aims to become the top destination for all things gaming in Sweden, with a strong focus on growing its members club. Through initiatives like a gamified loyalty club, community quests, and active social media platforms, the company is constantly finding new ways to connect with its audience.
‍
Video is a key part of this plan, helping to improve the customer experience. “Video has become an important part of the research phase in most customer journeys, especially within high-priced consumer electronics,” says Nathaniel, Head of Ecommerce at Webhallen.

Webhallen is investing heavily in creating original video content for platforms like YouTube, Instagram, and TikTok. Video has proven to be a highly engaging format for Webhallen, supporting live streams, product reviews, and podcasts, all of which have resonated well with their audience. “We aim to truly have a dialogue and be interactive with our customers in an authentic and fun way,” says Nathaniel.

_Challenge

A quest for scale: overcoming the challenge of adding videos on PDPs

To further improve the customer experience on their online site, Webhallen began exploring how to integrate video directly into their product detail pages. “Helping our customers complete that stage of their purchase journey while ensuring we retain the traffic we invest so much in acquiring were the key drivers,” Nathaniel explains.

In addition to investing in their own video content, Webhallen also recognized the abundance of existing video content available. “We knew that being able to expand our scope and utilize the existing content from both manufacturers and users—while ensuring quality—would make a huge difference to our customer experience,” Nathaniel explains.

Manually finding, matching and adding videos to PDPs would however have been a time-consuming and resource-intensive task. “With tens of thousands of products, we wanted to provide more video content on our PDPs, but we couldn’t do this effectively at scale,” he recalls.

_Solution

Syncle's automatic video enrichment, the cheat code for ecommerce success

When it came time to find a solution for integrating video content into their product detail pages, it was an easy choice. “Syncle provided the right product at the right price with minimal effort on our end,” Nathaniel explains.

With an astounding 58% of Webhallen’s active products now featuring video on the PDP, the addition of video content has been a key driver in supporting Webhallen’s e-commerce goals. Since implementing, the videos have gathered over half a million views and have been watched for more than 8 500 hours across the site. “Syncle's video enrichment capabilities help us retain the traffic that hits our site, and we’ve seen positive developments in both our Average Session Duration and and Pages per Session KPIs,” Nathaniel notes.

“And the best part—it has required zero effort from our side. With Syncles help, the videos on our PDPs essentially manage themselves, allowing us to continue to focus on producing highly customized in-house content for our community,” Nathaniel concludes.

*Results gathered for webhallen.com from Apr 1 to Sep 30, 2024.