World renowned shoe brand Newton Running was driving a lot of traffic to their website, however those people were only staying on product pages for a short period of time.
Newton Running implemented Criteek video review technology with the goal of improving the dwell time of customers via the implementation of User Generated Video Reviews on some of their key shoes pages.
The Criteek Video Review Platform Approach
By implementing the simple Criteek Widget directly on the shopping product pages, Newton could deliver relevant and honest reviews at the point of purchase.
The dwell time – or the time shoppers were staying on the page – for the Kismet increased by 1 minute and 10 seconds – almost twice what it was before implementing video reviews.
Shoppers now had informative, compelling and relevant content – without brand bias – to watch. The User Generated aspect of this was key, as 2 out of 3 millennials lose interest if a video is too promotional (Animoto Millenial Study 2015), so authenticity was the most compelling factor.
Reviews on the Kismet were mostly positive.Some reviewers noted that the lugs providing the POP2 technology take some getting used to, and a few mentioned the shoe sizing running slightly large.Reviewers tended to be from a running/triathlon background, as Newton shoes tend to be geared towards a more experienced runner.
However, the range in abilities was varied, covering club runners, all the way up to ironman finishers.There was a slight dominance from the male reviewers (11 male vs 6 female).
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