Why Does Zappos Sell 6-30% More With Online Video?

by Enrique Allen

Rico Nasol, a Content Team Senior Manager at Zappos.com cited 6-30% more merchandise sales, depending on the item, when using online video. Don’t forget this has huge revenue implications (approximately $1 billion in 2008 gross merchandise sales). Rico says that by the end of next year, Zappos will use ten video studios to produce around 50,000 product videos.

What the news coverage missed is a potentially subtle point- the culture and personality of Zappos employees shown in their online videos are part of the key to persuading people. Watch more from Rico at StreamingMedia.com. I would love to do an analysis of persuasive patterns on Zappos videos based on conversion metrics…

Enrique Allen

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