Even if you’re only running a fairly small scale ecommerce operation, there’s often a lot to learn from the really big players. In this new business TV show, ecommerce expert Rick Wilson explains how you can give your web strategy a boost by borrowing some ideas from Amazon, and adding multimedia content to your site.
“Sometimes it’s good to aim at the market leader and mimic what they do,” he says. In particular, Wilson thinks that Amazon’s use of video content on their site is one of the best business ideas an ecommerce operation can adopt.
In his sales advice on the show, Wilson explains that Amazon make extensive use of videos and pictures of their products in action, movie trailers for DVD sales, and even video reviews of products.
These features mean that customers coming to the site have a rich experience there, says Wilson. So it’s a great business sales strategy to feature video on your ecommerce site wherever possible.
If you are selling DVDs or other video-based content, then it will be a simple matter to adjust your web strategy to incorporate video. Producers and suppliers will more than likely be able to provide trailers and similar materials.
However, in his sales advice in the show, Wilson points out that it is becoming cheaper and easier to produce video content yourself. Businesses should begin producing their own video, he suggests. High definition video cameras are becoming highly affordable, and video editing software now ships free with most computers. So basic video production can be a highly cost effective addition to your business sales strategy.
Whereas once the key requirement of an ecommerce website was a good check-out process, a successful
web strategy now requires interactivity and rich content, says Wilson.
