UGC videos on the stroller product page: +7.5% conversion rate
Test run byVisuallyTesting and CRO tool
Commentary byLiftArchiveOur analysis, not theirsAdding user-generated videos to its stroller product pages lifted Mockingbird's conversion rate by 7.5%.
Visually ran this test with the Mockingbird team and published it as a Visually case study.
The team built the video section in Visually's AI builder to check the impact before paying for a dedicated UGC video app.
- Conversion rate: +7.5%.
- The test was a cheap way to check the value of a UGC video app before committing to one.
The change
The variant adds customer videos. Exact placement wasn't shared.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The product page had no user-generated video content.
Variant
A section of user-generated videos was added to the product page. The case study doesn't say where on the page it sat.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Strollers are a big purchase, and seeing real parents use one helps buyers picture it in their own life.
- Video shows folding, size and handling better than photos.
- Content from other customers feels more honest than brand photos.
Caveats: This is a vendor case study, and sample size, duration and significance were not shared. Where the videos appeared on the page was not stated.
Who ran it
Visually ran this test for Mockingbird and published the results (Visually case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Visually →
How to run this test on your store
- Hypothesis
- If we add customer videos to the product page, then more visitors will buy because they see the product used by people like them.
- Primary metric
- Product page conversion rate
- Guardrails
- Page load time on mobile
- Add-to-cart rate
- Revenue per visitor
- Who should test it
- Stores selling higher-priced or hands-on products where use is hard to show in photos, such as baby gear or furniture. Worth testing before paying for a UGC app. It may matter less for cheap, simple products.
Questions
Do UGC videos increase conversion on product pages?
They often help for products that are hard to judge from photos.
Mockingbird saw a 7.5% conversion lift on its stroller pages.
How can I test UGC video without buying an app?
Build a simple video section in your testing tool or theme and A/B test it first.
Mockingbird did this before deciding on a dedicated app.
Similar tests
@DaveDiederen@DaveDiederen@DaveDiederen
Convertibles
Blend Commerce