UGC video section on the PDP: +7.11% revenue per visitor
Test run byDave DiederenSyntra Labs
Commentary byLiftArchiveOur analysis, not theirsAdding a row of customer videos to the product page, while hiding the review section, lifted revenue per visitor by 7.11% in Dave Diederen's test, from $1.27 to $1.36. Conversion rose 4.91%. A third version with video but reviews still shown converted better but earned less per visitor.
- Revenue per visitor (video, reviews hidden): +7.11% ($1.27 to $1.36), range -5% to +20%.
- Conversion rate (video, reviews hidden): +4.91% (2.88% to 3.02%), range -3% to +13%.
- Average order value (video, reviews hidden): +2.10% ($43.93 to $44.86), range -6% to +11%.
- Video with reviews still shown: conversion 3.06% and revenue per visitor $1.31, but order value dipped to $42.86. It beat control on conversion yet trailed the winner on revenue.
- All ranges crossed zero, so the lift leans positive but isn't certain.
The change
The winning variant adds a customer video row and hides the written reviews.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The product page with no customer video section.
Variant
A swipeable row of short customer videos placed between the add-to-cart area and the FAQ. The winning version also hid reviews; a second version kept them.
Why it likely won
Our reading of the result, not the practitioner's claim.
- video shows the product in real use, which answers questions that text reviews leave open.
- customer videos feel like proof rather than marketing, so they lower doubt without a hard sell.
- hiding reviews may have cut scroll length and kept attention on the videos, but the post doesn't explain this arm.
Caveats: The headline numbers come from the version that also hid reviews, so two things changed. Ranges crossed zero, and sample size and test length were not shared.
Who ran it
Dave Diederen (@DaveDiederen) shared this test on X. The numbers and screenshots are theirs.
View the original post on X
How to run this test on your store
- Hypothesis
- If we add a row of customer videos near the add-to-cart button, then revenue per visitor will rise because shoppers see real people using the product.
- Primary metric
- Revenue per visitor
- Guardrails
- Average order value
- Page load speed on mobile
- Return rate
- Who should test it
- Stores that already have customer or creator videos, especially for products people want to see in use (beauty, apparel, fitness). Run a reviews-shown arm too, since this test changed both.
Questions
Does UGC video on a product page increase sales?
In this test, adding customer videos lifted revenue per visitor by 7.11% when reviews were hidden. With reviews kept, conversion rose but revenue per visitor rose less.
Where should UGC videos go on a product page?
The example places them right under the add-to-cart and stock area, above the FAQ, so they appear while shoppers are deciding.
Should I hide written reviews if I add video?
The best revenue result came from the version with reviews hidden, but the ranges crossed zero. Test both versions on your own store before removing reviews.
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