Collage Video Evolves With its Niche

It’s been nearly 30 years since Jane Fonda’s Workout started an exercise video craze. Collage Video specializes in exercise videos and DVDs, and though it sells thousands of SKUs, its well-organized site is easy to shop from.

That’s only part of why the judging panel awarded a Silver MCM Award for 2010 in the Consumer Specialty Products, Sales Under $20 million category.

Why it won a Silver:
Collage Video’s Website takes out the guesswork for shoppers seeking the right workout video. The site’s home page includes dropdown menus that allow browsers to search by goals, workout types, instructors and brands, and includes a listing of popular searches.

Collage Video evidently did its homework in revamping the home page within the past year. “The home page is a huge improvement from the last time I visited this site,” said one judge. “It is much easier to understand at a quick glance what the site is all about.”

Collage Video also upped its game by including video samples and user testimonials on the product pages. What’s more, its use of cross-selling techniques and product recommendations based on past purchases and similar video types are highly effective.

“They do a great job of giving the customer all the information needed to choose in what must be a very confusing array of products,” noted a judge.

Why it didn’t win a Gold:
While judges liked the user-generated copy, they weren’t too keen on Collage Video’s prose.

“The copy is a bit too long and hard to read – it needs bullets and tighter editing,” a judge said.

Judges also felt the site’s search should offer an autocomplete, as well as suggestions for misspelled words.

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