# Customer videos on a baby sleep sack product page: +26.2% conversions

- Outcome: Won
- Page type: Product page (Ecommerce)
- Elements: UGC & product video, Social proof, authority & press
- Test run by: [Novel](https://liftarchive.com/practitioners/novel/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://www.shoplift.ai/success-stories/how-novel-helped-dreamland-baby-raise-conversion-rates
- Page: https://liftarchive.com/test/dreamland-baby-pdp-ugc-videos/

Adding 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%.

## Result

**+26.2% conversions**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Revenue per visitor
- Guardrail: Page load time
- Guardrail: 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.

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Credit: Novel ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/dreamland-baby-pdp-ugc-videos/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.