SundaySky video-enabled 10,000+ of Organize.com’s products, generating a 10% lift in organic traffic to its product pages.
Organize.com is a well-known online retailer for products that offer storage and organization solutions for homes, offices and businesses. With a philosophy of making one’s life simpler and more organized, the company has been rated among the top 500 Web retailers by Internet Retailer.
With thousands of products to offer customers and prospects, Organize.com faced an organizational problem of its own. The e-tailer needed to ease the process by which visitors could search for just the right products to neaten their kitchens, closets, offices and other storage trouble spots. With such a deep product catalog, Organize.com risked burdening visitors with information overload. As prospects clicked through multiple levels of text-based information to find exactly what they wanted, their opportunities to bounce from the site increased.
Organize.com decided to launch a video program and looked for a solution capable of scaling to accommodate the company’s deep product catalogue. Organize.com also wanted a platform that could access existing website content and update videos on the fly so information was always current, whether visitors accessed it via text or video. In order to achieve these goals, the company sought out an automated video generation solution.
After researching applicable options, Organize.com chose SundaySky’s automatic video generation solution for its ability to scale across the entire website and maintain a high quality of videos, enhancing user experience while ensuring video content is always as current as the rest of the site. The platform enables Organize.com to provide relevant video for its entire product line, since SundaySky automatically uses the current Web feed to update videos and sync their messages to those in the textual copy.
Additionally, Organize.com furthered its goal to increase traffic to the site and increase site yield, even as its market became saturated with upstart competitors. The business learned that video presents significant SEO benefits, since Google rewards sites that include video, and video results are more visible than regular text pages. Once users arrive on Organize.com’s website, they are more likely to convert even if they don’t view the videos, since the mere presence of videos on the website creates a positive halo effect that breeds consumer confidence. With SundaySky’s solution, Organize.com achieved differentiation in its market with minimal efforts and improved the customer experience.
The technical integration of SundaySky video was simple and straightforward. SundaySky mapped to Organize.com’s existing data feeds to leverage static content and bring it to life through video.
Organize.com has 16,000 products on its site, all of which now have video. With more than 1,200 keywords optimized for video SEO, the company has experienced an increase in traffic in the magnitude of tens of thousands per month. The company’s president, Terry Shearer, said, “If we had to achieve a similar goal with paid search campaigns, we would have invested hundreds of thousands of dollars per year.”
Of the site visits during June 2011, six months after deployment, 8.7 percent of Organize.com visitors clicked the “Watch Video” button on the site’s product pages. Adding video to the site replaced the user’s need to navigate, scroll and click to access information. With video providing all of the data needed to support a purchase, 85 percent of the visitors who clicked on a video watched in its entirety. By providing all of the facts in an engaging way, Organize.com gives customers all the information they need in a short 30 to 60-second interactive video.
“SundaySky allowed us to find a video solution that met all our goals and then some - upgrading our online marketing while increasing site traffic, conversion rates and enhancing customer experience,” said Shearer. “With automated, mass-scale video production, we’ve managed to achieve advantage in a highly competitive space.”
