That’s right, 6% to 30%.  For an eCommerce giant like Zappos (selling over 300,000 different products), that’s huge.  Peter Cervieri of ScribeMedia.org conducted an interview with Rico Nasol, Zappos’ Content Team Senior Manager, where they discussed the role of online video in Zappos.com’s product sales efforts.

It is no news that Zappos.com has been immensely successful as an online retailer ($1.2 billion in sales last year), but perhaps the real story is how they have created their shoe sales empire.  The interview with Mr. Nasol sheds some light on this subject.  He explains that the company began using product videos on their web site a little over a year ago as they saw an opportunity to differentiate themselves from other online retailers who were either using only stale syndicated video content, or no video at all. 

They wanted to mix it up and do online video the Zappos way.  No elaborate video production, no hired talent, just Zappos employees wearing their shoes and other products in fun and often silly videos (see example here).  The result? Increased conversion of between 6% and 30% over products without video demonstrations.  A little video has gone a long way.  These product videos have been so successful that Zappos already has 8,000 product videos on their site and plans to have another 50,000 by the end of next year.

What can we learn from this online success story?  First, that video will out sell no video 10 times out of 10.  It’s engaging and gives products another dimension that is impossible to replicate with text and images.  Second, it doesn’t take professional talent or hours writing scripts and planning video shoots to make a successful product video.  Oftentimes people are buying more than a product, they are buying a lifestyle, and these Zappos.com product videos show us that sometimes the best way to communicate a lifestyle is to be genuine and have fun with it.

So get out there and have fun with your products.  Don’t be afraid to be a little silly.  Show your customers what it’s like to enjoy your product.  They will see the truth in what you’re saying, and you might even give yourself a few laughs.