Product Video Impact on eCommerce platforms: A case study on DemoUp
Bazzali, Renzo (2021)
Bazzali, Renzo
2021
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021121790002
https://urn.fi/URN:NBN:fi:amk-2021121790002
Tiivistelmä
The objective of this qualitative case-study thesis was to gather data and demonstrate the impact that product videos have on online shops, specifically focusing on the topics of conversion rate and SEO ranking. In order to tackle this, two hypotheses were established which we attempted to prove or nullify throughout the thesis with data. The procedure followed to gather this data was via an internal tool developed by the company which enabled us to track our most crucial data points: change in conversion rate and video views including its derivates (view rate and average percentage watched). With these
results and the aid of the available literature on the topic, we set out to demonstrate the validity of our hypotheses.
Firstly we present a 5C situation analysis in order to familiarize the reader with the company and its operating environment, discussing the current situation and potential improvements. Afterwards, we present the data gathered and proceed to make our analysis, reading results as well as determining the potential limitations of them.
The results gathered demonstrated that our hypotheses were correct, this said we must take into consideration that there were limitations throughout the case studies which could be considered to hinder its reliability. In spite of that, we do not consider the limitations to be a total objectivity loss throughout our results but must mention its existence.
All being said, the following thesis managed to prove the importance of video content, not only for the eCommerce industry, but also for all the stakeholders throughout the operating environment (Marketing managers, consumers, eCommerce platforms, content syndicators, brands, etc.) It will be extremely important to have videos on demand for consumers right on their point of purchase. Acknowledging this, there must be further research on the topic that will determine the tangible factors that will ultimately be involved in deciding the purchasing intention of customers. More research regarding negative conversion rate in some recorded instances should be done to clarify the reason behind this as well.
results and the aid of the available literature on the topic, we set out to demonstrate the validity of our hypotheses.
Firstly we present a 5C situation analysis in order to familiarize the reader with the company and its operating environment, discussing the current situation and potential improvements. Afterwards, we present the data gathered and proceed to make our analysis, reading results as well as determining the potential limitations of them.
The results gathered demonstrated that our hypotheses were correct, this said we must take into consideration that there were limitations throughout the case studies which could be considered to hinder its reliability. In spite of that, we do not consider the limitations to be a total objectivity loss throughout our results but must mention its existence.
All being said, the following thesis managed to prove the importance of video content, not only for the eCommerce industry, but also for all the stakeholders throughout the operating environment (Marketing managers, consumers, eCommerce platforms, content syndicators, brands, etc.) It will be extremely important to have videos on demand for consumers right on their point of purchase. Acknowledging this, there must be further research on the topic that will determine the tangible factors that will ultimately be involved in deciding the purchasing intention of customers. More research regarding negative conversion rate in some recorded instances should be done to clarify the reason behind this as well.