SKLZ Uses Online Video to Boost Site Traffic and Sales
Problem: SKLZ, a retailer and wholesaler of athletic training products, wanted to provide athletes with engaging online content to develop and perfect their skills, introduce them to the SKLZ brand and products, and support sales at retail stores.
Solution: Hired a content delivery network service provider to add sports training-related video content to its site.
Results: Within the first two months of launching online video, SKLZ saw an 8 percent increase in overall site traffic and 73,000 video views. Product introduction videos, which usually run one minute in length, are typically viewed for 50 seconds, while instructional videos are viewed for 45 seconds on average. These numbers indicate that viewers are thoroughly engaged with the video content and consequently the SKLZ brand.
SKLZ is a developer and marketer of athletic performance and skill development training products for serious athletes of all ages for a variety of sports, including baseball, fast-pitch softball, golf, football, basketball and soccer. By focusing on transforming innovative concepts into effective sports training tools, the company is helping serious athletes reach their full potential.
Searching for the Right Online Video Platform
The vision for the SKLZ website, which receives more than 100,000 visitors a month, is to inspire athletes to develop their skills. To meet that vision, the retailer made a commitment to add videos to its site and drastically expand its library of training-related video content. SKLZ believed that if athletes could watch instructional videos that incorporate its products, then they'd be more likely to see SKLZ as a legitimate source for training.
“We're different from many companies in that our products truly need to be dynamically used, and they need to be used properly,” said Scott Curry, director of marketing communications at SKLZ. “Many people see our products and immediately ask themselves, ‘How does this work and how do I use it?’ There's no better way to demonstrate the value of our products and how they complement athletic improvement than through video. This is crucial not only to helping athletes become better at their sports, but also to converting more shoppers on our website and later at retail stores.”
Realizing the strategic importance of online video, SKLZ decided to transform its site into an athletic training destination packed with instructional and product videos for athletes from every sport. To implement this extensive new project, the retailer needed a flexible video platform solution that would allow it to efficiently upload, manage, organize, analyze and deliver more than 360 videos. This solution wouldn't only ease navigation and maximize the end user experience on the site, but also enable SKLZ to build brand awareness.