The Challenge
Alex + Ani, the beloved jewelry brand known for symbolism and self-expression, wanted to deepen the emotional resonance of their ecommerce experience—leveraging 250+ existing UGC assets across 500+ products!
Their team had already invested in high-quality video content through brand ambassadors and UGC, but needed a smart way to activate that UGC to drive the highest conversion on site.
The Findings
Through an A/B test, the results showed strong incremental lift:
+11% RPV (Revenue per Visitor)
+9.3% Conversion Rate
Engagement rate: mobile: 4.1%, desktop: 9.1%
The Solution: Hue’s Shoppable UGC experience launched in 2 weeks on 500+ products
Hue’s technology automatically absorbed, categorized, and deployed content from Alex + Ani’s ambassadors and employees—delivering it natively on PDPs, without any custom dev work or lift needed from the Alex + Ani team.
Here’s how Hue’s tech works:
Ingests and tags existing UGC and branded content
Matches videos to corresponding PDPs and themes
Embeds shoppable video modules with built-in add-to-cart CTAs
Optimized video order to maximize engagement and conversion
Optimized for both mobile and desktop shoppers
Within days, 500+ PDPs went live with Hue’s video modules—offering customers a richer, more interactive shopping experience powered by storytelling.
The Results: +11% Revenue per Visitor, +9.3% Conversion
Over just four weeks, Hue delivered major business impact—most notably, an 11% increase in revenue per visitor (RPV) as measured through an A/B test.
This key metric demonstrated that shoppers exposed to video content weren’t just converting more often—they were spending more.
Four-week performance (incremental lift):
+11% RPV
+9.3% lift in conversion rate
Engagement rate: mobile: 4.1%, desktop: 9.1%
Hue’s video modules turned static PDPs into interactive storytelling moments—boosting both emotional connection and revenue per visitor.
Key Insights
📈 How many videos per PDP is optimal for fashion?
Hue analyzed Alex and Ani’s PDP performance and uncovered clear trends:
Fashion brands with large SKU counts see the highest ROI by focusing on high-traffic, low-conversion PDPs.
Adding more than 7 videos led to diminishing returns, with engagement and watch time slightly declining after 8+ videos.
3–5 videos per PDP consistently delivered the highest conversion rate for all users.
For users who watched video, up to 7 videos continued to drive meaningful conversion gains.
🧠 What types of products benefit most from video?
Styling-driven products—like charm bracelets with interchangeable features—benefit from showing multiple ways to wear or stack items.
Seasonal or trending collections, such as holiday capsules or PR-featured pieces, saw spikes in engagement when paired with relevant video content.
🎥 What types of shoppable videos convert best?
Using Hue’s analytics, the Alex and Ani team identified two top-performing formats:
Close-Up / Detail Videos – Highlight how real people wear and style the product, focusing on texture, fit, and movement
Product Reviews – Offer personal, relatable feedback that helps shoppers picture the item in their own lives
Product Review videos drove deeper engagement:
Shoppers watched an average of 3.3 Product Review videos for a total of 45 seconds
In comparison, they watched 2.6 Close-Up/Detail videos for a total of just 11 seconds
The Takeaway: When Storytelling Meets Smart Tech, Revenue Follows
Alex + Ani demonstrated that the path to higher revenue per visitor doesn’t always require new content. By leveraging Hue’s platform to unlock the power of video already in their library, they created an experience that was not only more emotional—but also more profitable.
That’s the power of smart, shoppable video.
Find out how Hue increases your revenue per visitor —click here to chat with our team today.
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