How do I measure my ROI from a video commerce program?
Simple. Compare your conversion rate for your newly founded video audience to that of your standard audience who do not engage with the TVP-optimized video experience. Compare audiences in the same stage of the funnel and apply the same attribution parameters.
From our experience, we are confident that you will see a measurable and impactful lift in conversion rates. In fact, we also consistently see a higher Average Order Value (AOV) from Video Commerce. To calculate the lift, simply take your Video Conversion Rate and Video AOV (both reported on the VCC), and compare with your standard Conversion Rate and AOV. You should then very easily be able to directly correlate a higher Revenue per Video Visit, when compared to Revenue per Standard Visit. As you leverage content from influencers, brands, UGC, and self-produced assets, you are able to gain increased video coverage for your catalog, thereby expanding these higher converting experiences to a broader audience and product-base. The end result is a meaningful positive impact on revenue. Video Commerce is expected to yield a 10%-50% increase in conversion rate from top of funnel experiences, and up to a 500% increase in lower funnel experiences.
Does the Video Commerce Cloud provide these analytics?
Absolutely. Go to the Analytics section under “Video Commerce Cloud” to see view our reporting metrics and structure. Some of the KPIs offered on the VCC dashboard include Video Conversion Rate, Video AOV, Clickthrough Rates, Viewthrough Rates, and many other deep insights. These KPIs ensure that you are able to follow and measure the ROI from your Video Commerce Program at all times.
Does the VCC integrate with my existing analytics?
Absolutely. VCC metrics are easily passed to Adobe (Omniture) Analytics, Google Analytics, and other platforms. We work with you to ensure smooth integration with your analytics platform, and create measurable, validated KPI alignment across both the VCC and your existing analytics infrastructure.