Increase ROI with Shoppable Videos | #221 Dario Galbiati Alborghetti

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Claus Lauter: Hello and welcome to another episode of the e commerce coffee break podcast. Today, we're talking about video and how to make videos shoppable. We talked about that in the past, but today we want to really do a deep dive there and find out how shoppable videos amplify engagement and conversions.

With me on the show today, I have Dario Alberghetti. He is the founder and CEO of Showday. That's an all in one video commerce platform tailored for Shopify brands. Additionally, Dario has been the founder and CEO of 100 AD2C health and wellness brand backed by the same investors behind HelloFresh, PharmaStock, Impossible Foods and Pros.

He's also a pivotal member of the founding team of Atlantic Food Labs, taking on the role of managing director. With his passion for e commerce, Dario is dedicated in helping brands. To unparalleled growth through video e commerce. So he has really a depth insight and overview of what helps with video.

And that's what we're going to talk about. Hi, Dario. How are you today? 

Dario Galbiati Alborghetti: Hi, Klaus. Good. Thank you. Excited to chat. 

Claus Lauter: Dario, video is a big topic and I don't think a lot of people do not really recognize how much video they consume while they're on the interwebs. There is a good chance to get them from video into shopping and that's what you're doing.

Give me a bit of an idea of why video has become so important. 

Dario Galbiati Alborghetti: we as consumers evolved consuming content it's all started like with social media, initially, I mean, Twitter was text based and then Facebook, which is image based and Instagram King, which is entirely natively.

In image, and then it turned into video and then came, right? So essentially from 2019 onwards, like, with a massive explosion of TikTok, we real pushing on reels and so on. We've been educated consuming content by video. While on social media that became actually a standard there's still a big gap between that consumer behavior on social media versus what you find on websites in general e commerce or not, which is very much still the same shopping experience as 20 years ago.

Claus Lauter: So there's basically a break. You see something on video and then you have to go and find it where you can buy it. And I think with show day io, you came up with a very nice solution. I tested it earlier today, and how to merge these two things together. How does that work? Essentially, 

Dario Galbiati Alborghetti: we enable brands to embed shop, to take for example, video, U G C they already have, or other videos that they have produced and put it onto their e-com stores.

 And make it shoppable, right? So that eventually a customer can go on the product page on the lending page, engage with the video and buy directly from it. That's something that before doing show day, we built internally with my old company, we saw a lift in conversion, right?

And that's actually how eventually I got into the idea of starting show day. 

Claus Lauter: Not every marketeer is a video editor. Very few are talking a little bit on the process from the technical side, from the implementation process. How can I imagine how that does work? 

Dario Galbiati Alborghetti: It's super simple.

 We're a Shopify app. So you just download the app from the Shopify app store. And then once you actually have it installed, we have a guided like onboarding. So essentially you can upload videos that you have, you can directly. Fetch it from your Instagram or TikTok because we build connections for that.

And then very simply, because we are connected with your Shopify store, you can find the products that you want to tag. And then it's just an app block for your Shopify team. So in one click, you just embed it there. 

Claus Lauter: I think the best way to understand is a real life examples. Do we have any case studies on how brands are using this in their own business?

Dario Galbiati Alborghetti: Oh, yeah, definitely. So Lashify is one of our Customers they started a few months ago actually doing live shows because we actually are the only app on the Shopify app store that can do live shopping shows and shoppable video at the same time. And we're actually about to release also an integration with a main Shopify app so that.

We actually, one of the few apps that got approved to be natively integrated into the Shopify shop app so that brands can actually embed shoppable video there and customers can buy. 

Claus Lauter: Do you have any case study of a brand using this?

Dario Galbiati Alborghetti: And

so essentially for them, it's very important educational aspect. It's a large beauty brand from LA that sells fake slashes. So the whole aspect of removing and applying lashes. That's very important for them. So they started with that. And then they saw actually that the community. Really was engaged it did.

I created the list and conversion, right? So they started actually taking generating videos in very simply with just a phone and they started actually embedding videos on to the individual product pages. Specifically for them, they saw a 21% conversion left. The other advantage is because in one video, you can type multiple products.

At that point, you can also increase AOV lift. This is just one of the use cases that we've seen with other clients. What we've noticed is that one of the main thing it's landing pages, right? So landing pages is something that you can easily AB test. If your clients are actually doing A B tests by embedding shoppable video on a landing page, and also we see up to like 25% conversion lift, a lot, of course, depends also on your marketing concept and the quality of the video, but essentially, video is just better for explaining a product, right?

A lot of when I speak to merchants a lot every day, one of the number 1 concern that they have is that , their customers, they just don't read the product detail pages. And they just don't read text video is actually, it's a great solution for our setting because imagine putting a video that is exactly like an Instagram story onto a product page.

 There's no need to read the whole thing. You got the whole story of the product. You can embed video reviews for social proof, all that kind of stuff. 

Claus Lauter: Very interesting. Now with video, you say you can have it on a product detail page to help with explaining what the product is.

And obviously there's all the other platforms that you mentioned earlier. Do you see specific styles of videos that work better on one platform than another? compared to a product detail page, having a video there and having 1 on tick tock? What kind of strategies do you see that brands doing there to get people to shop from this specific platforms?

Dario Galbiati Alborghetti: There are a few use cases that are very solid, like the lightning page 1. That's the 1st, that I always recommend the merchants also, because it's a very easy list. You can take video. You just see that you already have or video product videos that you generated in house and embedded on to the landing page.

On the product page, that's the other part that works very well is that you can embed video reviews there. You can embed explainer of the videos. If you're a beauty brand, you can even embed like before and after or tutorials in a video format, which is much more engaging on the individual product pages.

Right? And we have all different formats in terms of some brands that prefer to have A mini player. So the little video popping up on the bottom part, Other brands, they prefer to have the stories format. Other brands have preferred to have a carousel format. So all these things are like discretionary to the brand.

 And another interesting part, it's a module that we just launched, that can help with paid media is that a lot of our brands, especially the larger ones, because we started working with large enterprise client like New York and Kroll or then Taylor, they do advertorial. And so, which essentially they do a sponsor article on the publisher website.

Now, they have the possibility to actually embed a shoppable video on to the publisher website and the readers can buy directly from it. So that's essentially shortening the path to purchase, increasing conversion, right? We've seen brands also pushing a certain product drop or a certain promotion, and they've added a mini player on the homepage.

 When the customers arrive on the website, they see the mini player playing and it's pushing that specific problem. It's really depends also from brand to brand and industry to industry. 

Claus Lauter: As we're on a podcast here we cannot really show what it is unless you're on YouTube. Talk me through the process, the user experience, if somebody sees the video, what's happening next?

Dario Galbiati Alborghetti: for example, the stories format, right? You go on a product detail page or you go on the website you see the little bubbles and customers can actually click it. And it's similar as an Instagram Reel, they can actually see the videos. On the video, there's an overlay where the product is featured.

And if someone takes the overlay, I actually can buy directly the product without ever leaving the video. 

Claus Lauter: Okay. And then it takes you directly to the checkout. I reckon. 

Dario Galbiati Alborghetti: We build the cart in the video directly. And if someone initiates the checkout at that point, it's redirected to the Shopify checkout.

Claus Lauter: One concern that a lot of merchants have is site speed. How does that impact site speed? What can I expect there? 

Dario Galbiati Alborghetti: That's something that every merchant asks. We actually kept that in mind. We built and we optimize for site speed in the sense that we don't load the videos.

When there's a page refresh, we actually wait that the customer clicks on the beater and then it just starts loading. So we have little to no impact on page speed. 

Claus Lauter: Okay. The next question would be, how can I track the results of the videos? As you said, it's embedded into the video. Is there any kind of reporting tool that I can find out what the engagement is?

Dario Galbiati Alborghetti: Yeah, definitely. We have a whole analytics section, which tracks all the classic conversion matrix, the entire funnel from product detail to add to cart to conversion rate. We have all the analytics in terms of engagements, in terms of how many views the video has. Like amount of time that has been watched and all this in depth analytics.

Yeah. Because ultimately it's a tool for lifting conversion rate optimization. So we want to show the merchant all the lift that it can generate. 

Claus Lauter: How does it integrate from the look and feel from the branding perspective into a Shopify store? Is there any things that you need to tweak?

Dario Galbiati Alborghetti: We have a section on our dashboard where you can completely customize the look and feel, We have many times when I do onboarding calls which last 30 minutes, the merchant just did it themselves. It's pretty fast. Very intuitive. 

Claus Lauter: Okay, that sounds great. Tell me a little bit about the pricing. How does that work? 

Dario Galbiati Alborghetti: We have different tiers of pricing. There's a free plan, there's a 14 days free trial, where you have access to the entire platform.

Then we start with a free tier that you can do everything that you want, but you only have 500 views per month. Then there's a higher tier, which is our entry paid tier. It's 49 a 5, 000 Included views, unique views per month, and this is views, not impressions. And any extra view, it's 10 per 1000 views and the higher tier for our larger customers is 299 per month.

That gives you 50, 000 unique views per month. And any extra view is 10 per 1000 views. And then we have custom plans for the large enterprise clients. 

Claus Lauter: Makes sense. You mentioned before that you will add or you have live streaming. I find this very interesting. How does that work? 

Dario Galbiati Alborghetti: Live streaming?

Essentially, we do have a mobile app that you can use to go live. So the host can use to go live. You can have a moderator or the host can do everything. You can reply to comments. You can feature the products at a certain time. All you need is our mobile app. You can also use if you want an external camera in case you prefer, like, a more complex setup. Then when you go live, it goes live on your website. So every customer that is on your website will see the mini player coming up during the live and from that mini player that can chat. They can comment, they can buy, but at the same time, also, we build something which build a simul casting feature.

So essentially you can stream the live show, not only on your website, but also simultaneously onto your Facebook and YouTube accounts. At the same time and people just by commenting, they can actually buy a product from the live show. They never leave Facebook to buy if that's where they're 

Claus Lauter: watching the live.

Okay. That's an excellent solution. I think a lot of merchants will love that. Because life is obviously something where it always was difficult to get people because they would leave basically the live stream and go somewhere else and all they can do it within the live stream. Excellent solution there.

Where can people find out more about you guys? 

Dario Galbiati Alborghetti: go on show day.io and you can find all our case studies that shows the left all the different modules that we've built and all the pricing instructions. 

Claus Lauter: Okay. I will put the links in the show notes as always, and just one click away. Dario, thanks so much for giving us an overview.

I think video is growing a big channel for a lot of brands out there and having the chance that they can have the product right into the video that's a game changer. Thanks so much for your time. Thank you.