Social videos on a steak product page: +6.4% RPV, not significant
Commentary byLiftArchiveOur analysis, not theirsAdding social videos to the Air-Dried Steak product page did not produce a clear result: revenue per visitor rose 6.4% and conversion rate fell 4.4%, and neither change was statistically significant.
Novel, the video app, ran this test with Lineage Provisions as a check on a strong win for the same idea on its meat sticks page.
It was published as a Shoplift success story.
- Revenue per visitor: +6.4%, not statistically significant.
- Conversion rate: -4.4%, not statistically significant, so fewer buyers is possible but not proven.
- Average order value: +11.3% was reported, with no significance stated.
- We treat the test as inconclusive. The same videos on the Classic Meat Sticks page lifted revenue per visitor by 41.4%.
The change
The variant adds a carousel of customer story videos to the steak page.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The standard Air-Dried Steak product page, with no video on it.
Variant
The same page with the brand's social video blocks added, including a customer story video carousel.
Why it likely came out this way
Our reading of the result, not the practitioner's claim.
- The videos may not have addressed what steak shoppers worry about, such as texture or how to eat it.
- A different product can attract buyers with different questions, so the same clips land differently.
- One week of traffic on a single product page may not have been enough to detect a small effect.
Caveats: The test ran for one week and neither main metric reached significance. It is a partner-app marketing story.
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 product-specific customer videos to this product page, then revenue per visitor will rise because the videos answer the questions shoppers have about this exact product.
- Primary metric
- Revenue per visitor
- Guardrails
- Conversion rate
- Add-to-cart rate
- Who should test it
- Brands that saw video work on one product and want to roll it out. Test each product on its own; it probably won't help where you lack videos made for that product.
Questions
Will a video win on one product page work on others?
Not always. In this case the same approach that lifted revenue per visitor 41.4% on one product gave no clear result on another.
What should I do with an inconclusive product page test?
Treat it as no proven effect. Check whether the content fits that product, then retest with better-matched videos or more traffic.
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