Case Study: Product Videos Generate Increased Conversions for Camo Trading

PROBLEM: Camo Trading, a cross-channel retailer of camouflage home décor and apparel, wanted to make product videos available on its website for its entire product offering but found it difficult to produce quality videos at scale with an in-house video production process.

SOLUTION: Hired an automated video platform provider to produce its videos.

RESULTS: Although less than 5 percent of Camo Trading’s web traffic watched the product videos since they were deployed on the retailer’s site last September, those that have accounted for nearly 10 percent of total online orders and nearly tripled the conversion rate compared to those who didn’t watch a video.

Retailers are coming to the realization that video helps sell product. That’s why Camo Trading made the decision to add product videos to its e-commerce site. As a small brand with limited resources, however, Camo Trading couldn’t produce videos in-house quickly enough or at a high enough quality to justify the expense.

“We couldn’t get the quality of the videos to where we wanted it,” recalls Cyle Tabor, Camo Trading’s internet marketing specialist. “We kept running into problems and it was getting expensive, so that’s what pushed us to outsource video production.”

Camo Trading turned to automated video platform provider Treepodia. By providing Treepodia its product data feed, Camo Trading has been able to offer videos for its entire collection of 1,500-plus products. The 30-second videos went live on Camo Trading’s product pages last September.

Camo Trading provided Treepodia a data feed of its products, which is automatically updated when new products are introduced. The retailer then picked the template it wanted to use for its product videos, uploaded its logo, chose a color scheme and decided which attributes it wanted to highlight in the videos (e.g., fast and easy shipping, the price of the product).

Treepodia’s platform used that pre-developed template along with Camo Trading’s preferences and data feed to generate videos for every product in its catalog. Within a matter of weeks of initiating the process, Camo Trading had product videos live on its site. There’s a weekly synchronization within Treepodia’s platform that updates the videos as changes are made to the products.

A/B Testing Reveals Increased Conversion Rate
Treepodia’s platform has built-in A/B testing mechanisms. A default setting sends 10 percent of Camo Trading’s traffic to a control group that sees product pages without video, while the other 90 percent of its traffic is directed to product pages with video. Camo Trading has added a tracking pixel to its order confirmation page which allows it to collect the conversion rate on both sides of the test, comparing the two rates once a statistically significant amount of data has been collected.

Camo Trading has found that visitors to its site who watch a video convert at nearly triple the rate vs. visitors who don’t watch a video.

“It’s safe to say the videos do influence our conversion rate,” Tabor says. “We’re thinking of new ways to test selling points, such as mentioning different product features in the videos, to help increase conversion even further.”

Camo Trading hopes to see improved organic search rankings from having product videos on its site. When Treepodia produces a video site map for its clients and they submit it to Google, the videos start getting indexed within 24 hours. As soon as the videos are indexed they’re eligible to be displayed within Google’s universal search results, where they’re often found above the fold on the first page of search results.