This document outlines six steps for video commerce success on retail websites: 1) Produce engaging, informative, or selling videos; 2) Scale up video production without high costs; 3) Create converting content through techniques like the Fogg Behavior Model; 4) Optimize video presentation placement and calls-to-action; 5) Leverage video distribution on sites like YouTube and through email; 6) Continually measure and learn from video analytics. Case studies show videos can increase conversion rates by 6-138% for retailers implementing these strategies.

1. Six Steps to Video Commerce Success Email: [email_address] Follow: @videocommerce Justin Foster Co-Founder/VP Market Development Liveclicker

2. Video Commerce Consortium + 500 retailers + Nonprofit group http://www.video-commerce.org

3. “ US online video views more than doubled from 14.8 billion/mo in Jan 2009 to 33.2 billion/mo in Dec 2009.” -Comscore Research, February 2010

4. “ 33% of retailers plan to add video or streaming media to their sites in 2010.” -Internet Retailer/Vovici Group Survey January 29, 2010

5. “ 68% of the Top 50 Internet retailers use video on their web sites, compared with 18% in 2008.” -Patti Freeman-Evans, VP, Research Director, Forrester Research May 4, 2009 Source: Online Retailers’ Adoption Of Online Video Content Is Ahead Of Consumers’ Preferences, November 24, 2009

6. Build Trust

7. Stir the Imagination

8. Persuade

9. Agenda “ We plan to produce 50,000 product videos in 2010. Videos are driving up conversion rates between 6% and 30%.” - Rico Nasol, Zappos

10. Agenda “ We see a 50% - 138% conversion rate increase on product pages featuring video compared to product pages with no video measured in controlled A/B splits” - Peter Cobb, eBags

11. Agenda “ Onlineshoes.com drives 45% higher conversion rates (average) for products featuring video” - Jimmy Healey, Onlineshoes.com

12. Agenda “ We’ve observed 200% higher click through rates for emails featuring video.” - Mari Strom, Holland America

13. Agenda “ We grew our online video program twenty-three fold in 2009 and will continue making strategic investments in this area.” - Amy Norton, Costco Wholesale

14. Step 1: Produce the right kind of video.

20. Step 2: Scale up.

22. Scaling Product Video: Best Practices Zero Cost Video Production

23. Scaling Product Video: Best Practices Zero Cost Video Production

24. Scaling Product Video Low Cost Video Production

25. Scaling Product Video Low Cost Video Production

26. Scaling Product Video Low Cost Video Production

27. Scaling Product Video: Best Practices

28. Step 3: Create content that converts.

29. For more information on the Fogg Behavior Model, visit http://www.behaviormodel.org . For more information on BJ Fogg, visit http://www.bjfogg.com. Fogg Behavior Model

30. Selling 101: Talk Features and Benefits

31. Shorter is better (generally)

32. Self-produced videos convert best (generally)

33. Make it interactive!

34. Make it interactive!

35. Make it interactive!

36. Step 4: Optimize the presentation.

39. Creating Successful Product Videos

40. Creating Successful Product Videos

41. Creating Successful Product Videos

42. Creating Successful Product Videos

43. Creating Successful Product Videos

44. Step 5: Use video distribution to multiply positive effects.

45. Video Sharing Sites (use caution!)

46. Video Retargeting

47. Video Email

48. Affiliates

49. Step 6: Measure and Learn.

54. Six Steps to Video Commerce Success

55. Step 1: Produce the right kind of video.

56. Step 2: Scale up.

57. Step 3: Create content that converts.

58. Step 4: Optimize the presentation.

59. Step 5: Use distribution to multiply positive effects.

60. Step 6: Measure and Learn.

61. For more information: [email_address] Follow: @videocommerce