SKLZ Uses Online Video to Boost Site Traffic and Sales
SKLZ reviewed more than 100 websites that use video and spoke with several online video platform providers. After a thorough analysis, it concluded that Limelight Networks’ Video Platform was best able to meet its needs.
“After testing Limelight Video Platform, we immediately realized how easy the interface is to understand and work with,” noted Curry. “As we moved towards implementation, there were no questions on how the solution worked. Also, its customer and technical support teams were knowledgeable, open and eager to help us. With Limelight, we knew that the technology and support was there.”
Within the first two months of launching the video-centric site, SKLZ realized an 8 percent increase in overall site traffic and 73,000 video views. The product introduction videos, which usually run one minute in length, are typically viewed for 50 seconds, while the instructional videos are viewed for 45 seconds on average.
Furthermore, the addition of video content to SKLZ's website has been met with positive responses from retailers that noted consumers are more likely to purchase products if they’re aware of the product benefits and if it's supported by instructional videos. In fact, SKLZ has added Microsoft Tags to product packaging, which lead directly to product introduction URLs for on-the-spot product information. The packages also direct consumers to visit SKLZ.com for instructional videos, so in-store shoppers are immediately aware of the availability of the associated videos.
Video is Backbone of New Site
The success of SKLZ's website is due in large part to its ability to efficiently organize, filter and manage its content, which allows it to continue building a large library yet keep it easy for viewers to find the videos they want. The tagging capabilities within the Limelight Video Platform allow for this.
SKLZ created custom tags for each video which include information such as the general topic of the video, the sport and the product number. These tags allow viewers to quickly and easily browse and filter videos first by sport and then either by topic or product. Once a viewer selects a sport and then a topic or product, a list of relevant video series appear. When the viewer selects a particular video series, a playlist of three to six short instructional videos are presented. This content is delivered to the viewer using the information in the tags.
The tags also allow SKLZ to display aside the video that's playing the product featured in the video as well as additional relevant content. At the end of a video, the featured product is displayed within the player, making it easy for consumers to browse or purchase the product they just watched. Some of the tags are also viewer-facing. For example, when watching a video within a series on “how to expand your range,” viewers can click on the tags “defense,” “fielding” or “lateral movement.” By clicking on one of these tags, viewers are provided with a list of video series on that topic.
Custom tags enable SKLZ to organize its library so that it can continually feed viewers with relevant content while also making it simple for them to locate and buy the products featured in the videos.
Building Brand Awareness
To improve its ranking with search engines and direct more traffic back to its website, SKLZ created a specific URL for each of its videos. The retailer also created a viral element, enabling visitors to easily share and comment on the videos. SKLZ then altered the player interface to maintain a strong, unified brand presence with its site. Rather than employ an off-the-shelf solution, SKLZ branded the Limelight player by adding its own colors and tailoring the “play” button to their logo. As a result, it enhanced its brand not only on SKLZ.com, but also on sites where users share its videos.
