# Social videos on a steak product page: +6.4% RPV, not significant

- Outcome: Flat / inconclusive
- Page type: Product page (Ecommerce)
- Elements: UGC & product video
- 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-lineage-provisions-unlocked-41-4-revenue-growth-by-bringing-their-social-video-strategy-to-product-pages
- Page: https://liftarchive.com/test/lineage-provisions-steak-social-video-pdp-flat/

Adding 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.

## Result

**+6.4% RPV, not significant**

- 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%.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Conversion rate
- Guardrail: 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.

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Credit: Novel ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/lineage-provisions-steak-social-video-pdp-flat/).
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.