The Result
- 5.5% conversion rate with shoppable videos
- 85% increase in engagement rate
- 73% increase in the 'add to cart' value
About LoveChild Masaba
LoveChild Masaba is a direct-to-consumer (DTC) beauty brand founded by renowned designer Masaba Gupta. Inspired by her own experiences and a desire to redefine Indian beauty standards, Masaba created LoveChild to resonate with individuals who are rebels at heart. The brand combines vibrant, eclectic designs with high-quality products, offering a range of beauty, fragrance, and skincare items.
Masaba Gupta describes LoveChild as her "attempt to reclaim the overwhelming beauty narrative, challenging norms and simplifying it for us all." This philosophy is reflected in the product range, specifically crafted for diverse Indian skin types. The brand is committed to providing an exceptional shopping experience for its customers. Its products are well-loved by Indian consumers and applauded for being inclusive and innovative. The goal of the brand is to celebrate diversity, self-expression, and the joy of makeup artistry.
The Challenge
Lovechild by Masaba wanted to:
- Educate website visitors about their new products
- Leverage influencer videos to boost conversion
- Create a connected experience from their social media to the website
- Improve the engagement rate on the website
LoveChild has created a strong community of makeup enthusiasts with a strong sense of style on their social media channels. The brand has a solid online presence with over 100,000 followers across Instagram, Meta, and YouTube and excels at creating impactful content. Their social media is full of founder-led, user-generated, and professional-shot brand content. This has positioned the brand as energetic, authentic, and customer-centric on social media. In contrast, their website looked like a standard Shopify store. The video content that sets LoveChild apart was missing from the website.
This led to a break in experience for customers transitioning from their social media to their website.
LoveChild wanted to create a cohesive experience from social media to its website and guide first-time website visitors from discovery to purchase.
Teaming up with Whatmore
The solution was simple—add videos from their social media account to their website. It was also important to make those videos shoppable to make it easier for customers to make a purchase. LoveChild by Masaba chose Whatmore to achieve this. Our solution is easy to integrate, customizable, and has a strong analytical engine, which is what Lovechild wanted.
We quickly moved from demo to onboarding, making shoppable videos live on their website in under a week.
The Whatmore Solution
Lovechild by Masaba used Whatmore to add shoppable videos to their-
- Homepage
They used a video carousel on their homepage titled 'Shop from the Gram'. This carousel featured user-generated content (UGC), founder product demos, and best-performing videos from their Instagram.
This is what it looked like on the website.
Shoppable videos on LoveChild's homepage
This setup helped LoveChild guide new visitors, assist them with product discovery, and engage them as soon as they landed on the website.
- Product pages
LoveChild by Masaba added videos with in-depth product information, usage instructions, and demonstrations to individual product pages. This provided visitors with all the information they needed to make a decision, leading to a faster buying journey.
Brands can use multiple CTAs in shoppable videos, such as 'Buy Now', 'Add to Cart', 'View Product', etc. But LoveChild kept it simple by using just one CTA, 'Add to Cart,' on all their shoppable videos. This streamlined approach resulted in 641 add-to-cart actions in the first 30 days.
By adding shoppable videos to its website, LoveChild by Masaba
- Create a connected experience from their social media to the website
The 'Shop from the Gram' video carousel helped their audience transition from social media followers to paid customers.
- Educate website visitors about their new products
The in-depth product demo videos helped educate and convert customers.
- Leverage influencer videos to boost conversion.
Using influencer videos on the website improved their ROI. Adding an 'Add to Cart' button also shortened the buying process and led to a higher conversion rate.
- Improve the engagement rate on the website.
The shoppable videos kept visitors engaged and increased the time they spent on the website.
The Result
LoveChild by Masaba achieved amazing results with Whatmore's shoppable videos. Some of these are-
- 5.5% video conversion rate
Shoppable videos on their website have a 5.5% conversion rate, much higher than the industry average of 2-3%.
- 85% increase in engagement rate
Adding videos to the website made it more interactive, leading to a huge 85% increase in engagement rate.
- 73% increase in the 'add to cart' value
Adding the 'add to cart' CTA to all the videos on the website quickly increased the overall 'add to cart' value by 73%.
Do you also want to boost engagement and conversion for your e-commerce website? Talk to us today!
