UGC & Product Video Tests on Product Pages: 43 Examples, 4 Results

Why UGC and video matter on the product page

Studio photos show what a product looks like. Customer photos and videos show what it is like to own it, used by someone the shopper can relate to. On a product page, that helps a shopper picture the product in their own life before paying.

Measured results

Adding customer video

Dave Diederen ran all three measured wins:

• Three UGC videos moved above the fold: +12.2% revenue per visitor at 98.8% chance to win, estimated at +$85,124/month.
• Customer video reviews added to the page: +5.80% conversion rate, +6.26% revenue per visitor and +6.79% profit per visitor, with no change to AOV.
• A UGC customer video section: +4.91% conversion rate, +7.11% revenue per visitor and +2.10% AOV.

The pattern is consistent: adding real customer video lifted results by roughly 6-12% on revenue per visitor, and the biggest gain came from putting it higher on the page.

Reported without figures

Kasper Dolk reports two winners with no numbers: adding captions to UGC videos, described as a proven winner for clients, and showing the best-performing ad and UGC videos in the product hero, described as working quite well. Treat these as leads, not results.

A

→

B

+12.2% revenue per visitor

Moved three UGC videos above the fold on the product page

Product pageUGC & product video@DaveDiederen

A

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B

+7.11% revenue per visitor

Added a UGC customer video section to the PDP

Product pageUGC & product video@DaveDiederen

A

→

B

+6.26% revenue per visitor

Added customer video reviews to the PDP

Product pageReviews & star ratings@DaveDiederen

A

→

B

-1.60% revenue per visitor

Replaced written reviews with only product videos on the PDP

Product pageReviews & star ratings@DaveDiederen

Losing or flat tests

Dave Diederen replaced written reviews with only product videos. Conversion rate fell 2.00%, revenue per visitor fell 1.60% and profit per visitor fell 1.59%. Video worked as an addition to written reviews, not a substitute for them.

Untested ideas

• Put a product video in the image gallery with a "see how it works" button for complex products (Milos).
• Make the star rating open a review slider with customer photos, since heatmaps show people clicking stars (Dave Diederen).
• An Instagram-style UGC slider with tap-to-shop (Dave Diederen).
• Day 1 vs Day 30 customer photo cards for results-driven products (Kasper Dolk).
• A video customer review right below the FAQs, where shoppers hesitate (Dave Diederen).
• Use UGC with faces on the page even if your ads are faceless (Kasper Dolk).

Many Josh Thompson entries quote lifts from real customer photos and videos, such as conversion rate going from 1.2% to 2.7%, but no test data is shown, so treat them as claims.

Placement and design patterns that won

• Add customer video as its own section or as video reviews.
• Move UGC video above the fold for the largest lift.
• Keep written reviews on the page alongside video.

Related tests elsewhere on the store

See the full UGC and video collection, product page review tests and product page social proof tests.