Social videos on a meat stick product page: +41.4% revenue per visitor
Commentary byLiftArchiveOur analysis, not theirsAdding the brand's social videos to the Classic Meat Sticks product page lifted revenue per visitor by 41.4%.
Novel, the video app, ran this test with Lineage Provisions, and it was published as a Shoplift success story.
Conversion rate rose 18.6% and average order value rose 19.2%.
- Revenue per visitor: +41.4%, the headline result.
- Conversion rate: +18.6%, so more visitors bought.
- Average order value: +19.2%, so buyers also spent more per order.
- The same treatment on the Air-Dried Steak page was mixed: +6.4% revenue per visitor and -4.4% conversion rate, neither significant.
The change
The variant adds a video stories block under the title and a video carousel lower down.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The standard Classic Meat Sticks product page, with no video on it.
Variant
The same page with the brand's social videos added: a stories block just below the product name and a video carousel further down the page.
Why it likely won
Our reading of the result, not the practitioner's claim.
- The videos were already proven on social, so they likely answered real questions about taste and use.
- Founder and creator clips add trust for a food brand that sells on craft and quality.
- Putting the stories block near the top meant most visitors saw it before deciding.
- Meat sticks may suit short, casual usage clips better than a pricier product like steak does.
Caveats: The test ran for one week and confidence levels were not shared. It is a partner-app marketing story, and the same idea did not repeat on the brand's second product page.
Who ran it
Novel ran this test for Lineage Provisions 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 our best social videos near the top of a high-traffic product page, then revenue per visitor will rise because shoppers see the product in real use before they decide.
- Primary metric
- Revenue per visitor
- Guardrails
- Conversion rate
- Page load time
- Average order value
- Who should test it
- Brands that already have a library of social or creator videos for a specific product, ideally 3-5 clips. It probably won't help if the videos are generic brand content that doesn't speak to that product.
Questions
Do videos on product pages increase sales?
They can. Here they lifted revenue per visitor by 41.4% on one page, but the same videos made no clear difference on another product, so test each product.
Where should product videos go on the page?
This test put a stories block right under the product name and a carousel further down.
Placing video high on the page means more shoppers see it.
How many videos do I need per product?
After this test, the brand chose to roll out video only on products with about 3-5 videos of their own.
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