The Result
With Whatmore’s shoppable videos, Charmacy Milano achieved these results
- 4.83% conversion rate from shoppable videos
- 44% increase in add-to-cart (ATC) actions within 15 days
- 8% of total sales are driven by shoppable videos
- 48,000 product clicks through shoppable videos every month
About Charmacy Milano
Charmacy Milano is a vegan and cruelty-free makeup brand based in India. It sells a range of high-performance cosmetics directly to consumers (DTC) via its website and other e-commerce marketplaces like Nykaa and Amazon. Founded by Sanket Kothari, the brand prides itself on its deep understanding of cosmetic chemistry. Unlike most cosmetic brands, it manufactures its own products for complete quality control. The products are non-toxic, PETA-certified, and come in biodegradable packaging. The goal of the brand is to offer aspirational yet attainable beauty products. Their slogan, #wherebeautymeetsmagic, reflects their mission to provide premium yet accessible cosmetics to consumers.
The Challenge
Charmacy Milano wanted to
- Use existing Instagram videos on the website for easier product discovery
- Educate website visitors about specific products to speed up sales
- Add product videos on their homepage and product detail pages (PDP) to drive conversions
- Improve customer engagement with interactive video content
Charmacy Milano has around 120,000 followers on Instagram alone. The brand invests heavily in high-quality product videos and user-generated content for its social media. Their Instagram page is full of videos that help consumers discover and learn about the brand. These videos also inform consumers about how to use a particular product and drive sales. Charmacy Milano wanted to create a similar experience on their website. They wanted to add these videos to the website to drive additional revenue.
Teaming up with Whatmore
To drive conversions with these videos, Charmacy Milano needed to find a shoppable video solution that was easily integrated, customizable, and big on analytics. The brand partnered with Whatmore since we met all their needs.
After a quick onboarding call, Charmacy Milano was ready to make existing videos shoppable and add them to its website.
The Whatmore Solution
Charmacy Milano used Whatmore to add shoppable videos to its homepage, product detail pages (PDP), and ad landing pages.
- Video carousel on the homepage
They added a video carousel on the homepage to highlight new and best-selling products. This makes it easier for website visitors to find and explore products.
This is what the video carousel looks like.
- Product demonstration videos on product detail pages
They also added individual videos to teach customers how to use a particular product. This in-depth information helps them make more informed and faster purchase decisions.
- Video carousel on landing pages for Google ads
Adding shoppable videos to the landing pages for ads made them interactive and informative, leading to a higher conversion rate.
- A new landing page to create a multisensory experience
We create a new video landing page on their website to give customers a multisensory experience. This page is like a video gallery and contains shoppable videos of their products.
This is what the page looks like.
- Auto-scroll feature for videos for continuous product discovery
We created an auto-scroll feature for Charmacy Milano. This helps customers explore products more efficiently by automatically scrolling through the videos.
Adding Whatmore’s shoppable video on their website had many benefits for Charmacy Milano. Some of these are.
- They improved the ROI of their Instagram content by using them to drive sales on the website.
- Shoppable videos created a more interactive and immersive website shopping experience.
- Adding product videos educated prospective customers and positioned the brand as credible and customer-centric.
- Shoppable videos improved product discovery on the homepage.
- The ‘add to cart’ CTA boosted ‘add to cart’ actions by allowing customers to add featured products directly from the video.
The Result
Charmacy Milano achieved these results with Whatmore.
- 4.83% conversion rate from shoppable videos
They achieved a conversion rate higher than the average e-commerce rate (2-3%).
- 44% increase in add-to-cart (ATC) actions within 15 days
A massive 44% increase in add-to-cart shows the effectiveness of shoppable videos.
- Shoppable videos drive 8% of total sales.
Shoppable videos are continuously driving sales on the website
- 48,000 product clicks through shoppable videos every month
By being interactive and engaging, shoppable videos drive 48,000 product clicks monthly.
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