Customer videos on a baby sleep sack product page: +26.2% conversions
Commentary byLiftArchiveOur analysis, not theirsAdding customer videos and testimonials to Dreamland Baby's top product page raised conversion rate by 26.2%.
Novel, the UGC app, ran this test with Dreamland Baby, and it was published as a Shoplift success story. Revenue per visitor rose 27.6%.
- Conversion rate: +26.2% overall.
- Revenue per visitor: +27.6%, and add-to-cart rate: +19.2%.
- New visitors: +18.4% conversion rate and +15.9% revenue per visitor.
- Returning visitors: +30.6% conversion rate and +39.6% revenue per visitor, the biggest gain.
- Desktop gains were large but did not reach significance; mobile saw +24.6% conversion rate.
The change
The variant adds a block of customer videos and testimonials.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Dreamland Baby's top-selling product page, with no user-generated content on it.
Variant
A copy of the same page with a block of customer videos and testimonials added.
Why it likely won
Our reading of the result, not the practitioner's claim.
- New parents look hard for proof from other parents before buying a sleep product.
- Real videos show the sleep sack on real babies, which photos alone can't do.
- Returning visitors may have been close to buying, and seeing other parents' stories gave them the final push.
Caveats: This is a partner-app marketing story, and the test length and sample size were not shared. Desktop results were not significant.
Who ran it
Novel ran this test for Dreamland Baby and published the results (Shoplift success story). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Novel →
How to run this test on your store
- Hypothesis
- If we add customer videos and testimonials to our top product page, then conversion rate will rise because shoppers see real people using the product.
- Primary metric
- Conversion rate
- Guardrails
- Revenue per visitor
- Page load time
- Bounce rate
- Who should test it
- Brands with lots of customer content on social, especially for products where trust matters, like baby, health or apparel. It probably won't help if you have few videos or they are low quality.
Questions
Does user-generated content increase conversion rates?
It did here. Customer videos and testimonials raised conversion rate on Dreamland Baby's top product page by 26.2%.
Does UGC work better for new or returning visitors?
In this test both groups improved, but returning visitors gained more: +30.6% conversion rate against +18.4% for new visitors.
Can UGC slow down my product page?
Video can add load time. Watch page speed and bounce rate as guardrails when you test it.
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