The Challenge: From Clicks to Connection

When Title Nine, an independent, women-owned outdoor apparel brand, looked at their ecommerce data, one pattern stood out: there was an opportunity to increase conversion from paid traffic, especially on mobile. These were critical conversion points, yet something was missing.

Text reviews were helpful, but they didn’t fully capture the brand’s spirit or reassure shoppers about fit, feel, and function. Without authentic video product testimonials, the journey from click to cart felt disjointed.

That’s when Title Nine teamed up with Hue to answer one question: Could authentic, shoppable UGC videos drive more conversions?

The Goal: Building Trust Through Real Stories

From the start, the mission was clear: elevate both the homepage and PDP experience with genuine customer voices and videos. 

Together, Title Nine and Hue set out to:

Improve discoverability for shoppers entering from paid media.

Build trust through authentic, diverse video testimonials using real women, not influencers.

Increase conversion rate and revenue per visitor by showing products in action.

Gather deep customer insights through user testing.

Compare homepage vs. PDP placements to find the highest ROI touchpoints.

Step 1: Bring Real Video Testimonials of Real Women to the site

Hue sourced 30 UGC video testimonials from our community of UGC creators and embedded these authentic video reviews across four bestseller PDPs from their Spring/Summer collection and created a custom homepage module designed to capture attention from the first scroll.

What made it work:

Diversity of Fit and Function: Videos featured women of varying body types, showing how products performed on hiking trails, at the beach, and everywhere in between.

Testing for What Works: Multiple placements were A/B tested to understand which moments in the shopper journey delivered the biggest impact.

Ongoing UX Tweaks: Placement, copy, and design elements evolved based on A/B test results and user feedback.

Step 2: Measure Results

Over two months, a 50/50 A/B test (via Convert) ran on both homepage and PDP placements.

Click here to view Hue Shoppable Video on Title Nine’s Homepage.

Homepage Module Results:

+3.11% Revenue per Visitor (RPV)

+2.71% Average Products per Visitor (APV)

+5.3% Conversion Rate

Creator Learnings:

Click here to view Hue Shoppable Video on Title Nine’s Wahine Swim Shorts product page.

Digging deeper into Hue's per-creator analytics revealed across all products that 4-star and 3-star reviews, such as Kat R., pictured above, had a disproportionately high number of plays. We see this consistently because users want to engage with the more authentic/believable reviews.

All of the top 3 creators have thumbnails with a full-body picture of the product, vs the less engaged videos were either “in-action” or not on body.

Step 3: Gather Insights & User Feedback 

To go beyond numbers, Title Nine and Hue ran 17 unmoderated user interviews (via Userbrain) with real shoppers.

What shoppers valued most:

Concise, feature-focused clips showing product details and fit for a specific body type.

- Users expressed value in creator Liz B’s video (Clamber Hiking Shorts), zooming in on the zippered pocket and elastic waistband while explaining durability and comfort.

- Users liked that creator Emily K described how her shorts got muddy on a hike, dried quickly, and packed without wrinkling.

Videos that felt personal and genuine, sharing lived experiences rather than scripted marketing lines.

What didn’t work as well:

Videos where contributors were simply modeling the item without sharing opinions.

- Users felt that creator Sasha M (Speed Racer Dress) was more influencer-style posing than authentic feedback.

- Users commented that creator Caroline Y. (Speed Racer Dress) came across as reciting product specs rather than giving a personal review.

Step 4: Optimize & Leverage Content in Ads

Following the test, Title Nine rolled out UX Enhancements:

- Move Hue videos under the “Reviews” header for better discoverability.

- Highlight a mix of positive and lower-star reviews to build authenticity.

- Change “Incentivized” labels to “Gifted” to clarify contributor participation.

- Autoplay previews to boost engagement.

- Review titles and reordering for better readability.

And it didn’t stop there. The same Hue-powered content began outperforming in paid ads, delivering ROAS on par with the brand’s top campaigns (1.3+ ROAS).

Key Takeaways

Homepage Shoppable Video Placement = High Impact: A multi-product video placement drive brand and product affinity.

Authenticity Converts: Balanced reviews and diverse representation build lasting trust.

Cross-Channel Power: UGC that works on-site can also drive returns in paid media.

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