Advance Auto Parts Uses Video to Increase Enagagement, Sales

The second step was for Advance Auto Parts to measure how its videos were performing. Remember that it's not a popularity contest, said Kopetti, noting that 1 million YouTube views is great, but what's more important is learning what those views are doing for your brand. In addition to traditional metrics such as conversion rate, average order value and time spent on site, Advance Auto Parts is tracking more advanced metrics for its videos, including social shares (e.g., YouTube, Twitter, Facebook), average view time and watching path (e.g., how many videos did a customer watch before making a purchase, what was the first video in that sequence, what was the last, etc.).

Data on Advance Auto Parts' average view time helps the retailer create videos that are the right length. The ideal length for its product videos are 30 seconds, but complex and higher-cost products warrant longer videos, DuVernet said. In addition to the content, where a video is located on its site also impacts its length. A video on Advance Auto Parts video gallery detailing how to install a new water pump will be longer than a video on a product detail page for brake pads, for example.

Lastly, Advance Auto Parts repeats steps one and two — including for mobile. More than 25 percent of all online videos are viewed on mobile devices (smartphones and tablets), noted Kopetti. Don't take video off of your mobile site and/or app, he added. For Advance Auto Parts, mobile video views are common for roadside users.

Video Gallery Keeps Visitors Close
After your videos have been created, archive them in a gallery for future reference, Kopetti said. This even includes videos of products that you no longer sell. Consumers want content, and a video gallery is an ideal place for active, evergreen content, he added.