Three UGC videos moved above the fold: +12.2% revenue per visitor
Test run byDave DiederenSyntra Labs
Commentary byLiftArchiveOur analysis, not theirsMoving three UGC videos from the bottom of the product page to just below the add-to-cart area raised revenue per visitor by 12.2%. Dave Diederen ran this split test, and the testing tool gave the variant a 98.8% chance to beat the control. Conversion rate rose by a similar amount while order value held steady.
- Revenue per visitor: +12.19% (A$5.41 to A$6.07), range +2% to +24%. A clear win.
- Conversion rate: +12.28% (5.16% to 5.80%), range +5% to +20%.
- Average order value: no change (A$104.84 vs A$104.75). The lift came from more buyers, not bigger orders.
- 98.8% probability to beat control. The tool estimated about A$85,124 extra per month.
The change
Three UGC videos moved from the bottom of the page to right under add to cart.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Customer videos sat low on the product page, below FAQs and ingredients. Above the fold showed the gallery, title, price, size options and add to cart.
Variant
Three customer videos were placed directly under the add-to-cart button and shipping line, with a short line of social proof above them.
Why it likely won
Our reading of the result, not the practitioner's claim.
- video of real customers is harder to fake than text, so it builds trust quickly.
- shoppers saw the proof while still deciding, instead of after they had already scrolled away.
- showing the product on different bodies likely helped with fit and sizing doubts for this apparel product.
Caveats: Test duration and sample size were not shared. The before/after screenshot uses a brand as a visual example, so it may not be the store that ran the test.
Who ran it
Dave Diederen (@DaveDiederen) shared this test on X. The numbers and screenshots are theirs.
View the original post on X
How to run this test on your store
- Hypothesis
- If we move our best two or three UGC videos to just below add to cart, then revenue per visitor will rise because shoppers see real proof while they decide.
- Primary metric
- Revenue per visitor
- Guardrails
- Page load time on mobile
- Average order value
- Add-to-cart rate
- Who should test it
- Stores with good customer videos, especially in apparel, beauty and products where fit or results matter. It won't help if your videos are weak or slow down the page.
Questions
Where should UGC videos go on a product page?
In this test, placing three videos right below the add-to-cart area beat leaving them at the bottom. Revenue per visitor rose 12.2%.
Do UGC videos increase average order value?
Not here. AOV was flat; the gain came from a 12.3% rise in conversion rate.
How many UGC videos should I show?
This test used three in a horizontal row. That is enough to show variety without pushing the rest of the page far down.
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