Shoppable creator videos on product pages: +23.9% conversion rate
Commentary byLiftArchiveOur analysis, not theirsAdding shoppable creator videos and before-and-after photos to three Kate Somerville product pages raised conversion rate by 23.9%.
Hue, the vendor of the video app, ran the test with the skincare brand, and it was published as a Shoplift success story.
Conversion rose on all three pages, but average order value fell on one.
- Conversion rate: +23.9% overall across the three pages.
- ExfoliKate Intensive: conversion +25.4%, revenue per visitor +43.7%, AOV +14.6%.
- EradiKate: conversion +22.5%, revenue per visitor +30.7%, AOV +6.6%.
- Mega-A: conversion +23.7% and revenue per visitor +14.3%, but AOV fell 12.3%. Not every metric moved up.
The change
The variant adds shoppable creator videos and before-and-after photos; placement not published.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Three product pages with the usual images and text, and no creator video content.
Variant
The same pages with shoppable video: 47 creator videos and 92 before-and-after photos across the three products, with a shop button inside the videos.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Skincare results are hard to judge from a product photo. Seeing real people use it, and their skin over time, makes the claim believable.
- The brand already did well with this kind of content on TikTok, so it matched how its shoppers like to learn about products.
- A shop button inside the video lets viewers act right away.
Caveats: This is a vendor story about its own app. It ran for three weeks on a 50/50 split, but no sample size or confidence level was published. The content was made for this test by paid creators over a 2-4 week product trial.
Who ran it
Hue ran this test for Kate Somerville 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 Hue →
How to run this test on your store
- Hypothesis
- If we add short creator videos and before-and-after photos to our product pages, then conversion will rise because shoppers can see the product working on real people.
- Primary metric
- Product page conversion rate
- Guardrails
- Average order value
- Revenue per visitor
- Mobile page load time
- Who should test it
- Brands whose products show visible results, like skincare, beauty or fitness, and who can get enough real content. It helps less for products whose value is easy to see in a photo.
Questions
Do UGC videos increase conversion on product pages?
In this test, adding creator videos to three skincare product pages raised conversion 23.9%.
The size of the effect will depend on your product and content.
How much UGC content do you need?
Kate Somerville used 47 videos and 92 before-and-after photos across three products.
Fewer may work, but the source does not test that.
Can UGC lower average order value?
It can. On one of the three pages, AOV fell 12.3% even though conversion rose, so watch both.
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