ElliptiGO Inc. is a customer of Online Video hosting provider, vzaar. The following case study has been provided by vzaar to help illustrate the power and positive effects of online video for web-based businesses.
The ElliptiGO is the world’s first outdoor elliptical road bike. The bicycle combines the best of running, cycling and the indoor elliptical trainer to deliver a high-performance, low-impact exercise experience.
Bryan Pate, Co-Founder of ElliptiGO Inc., told vzaar that for such a must-see product, video is essential and that the “bottom line is that for our product the video is the absolute best way to communicate what we’ve created because the instant someone sees it in action they understand it. It’s almost impossible to convey our product through text or even pictures.”
So how have you embraced video?
We primarily use video on the site. It purposefully dominates the homepage and screams play me! In addition we send out newsletters each month and many of the recipients come to the website to specifically watch the video. Whilst video-in-email remains an unchartered and unreliable marketing tactic, we do use the video on our iPhones and Blackberrys to facilitate explaining the bike in personal interactions. It’s like having a product demo in your pocket! Bottom line is that for our product the video is absolutely the best way to communicate what we’ve created. The instant someone sees the bike in action they understand it. It’s almost impossible to convey our product through text or even pictures.
Tell us about the numbers
Attributing success to one video is always hard when you first bring your website to market, but at ElliptiGO we’re not only delighted with the 133% increase in visits (doubling previous traffic) but significantly the 30% increase in average time spent on the site. We attribute much of these improvements to an initial redesign of our site and prominent placement of our homepage video.
A further website redesign in November of this year resulted in an additional 18% increase in visits and a 50% increase in average time on site which underlines the work we have put into optimizing the positioning of the video and its call to action messaging. We added a call to action “Watch the 8S in action” and customers are doing just that we’re pleased to say.
Lights, Camera, Action!
We worked with a videographer who is also a professional tri-athlete to shoot our videos. Nothing like having an expert in the field to help shape how we show the product’s benefits. You only have to watch the video to see it has been money well spent. In addition, she’s very reasonable – about $1,500 for a full day of shooting plus video production for two videos. Furthermore, this is just the start as the business has done two shoots with her now so we’re getting better at accomplishing what we want and getting the right shots and shooting at the right time of day.
This case study was provided by Jamie Parkins of vzaar.com.
