The Result
In just 30 days of adding shoppable videos to their website, Superbottoms saw
- 5.98% conversion rate with shoppable videos
- 16.4% increase in average order value (AOV)
- 23% increase in engagement rate
About Superbottoms
Superbottoms is an Indian DTC brand in the baby care segment. Established in 2016, it has become India's no. 1 bestselling reusable cloth diaper brand and is trusted by over 20 lakh parents. Superbottoms is known for its sustainable, high-quality products designed by parents for parents. The brand promises zero compromise in baby care, with transparency and continuous innovation as its core values. It also champions equal parenting and celebrates diversity, offering products that are inclusive and kind to both babies and the planet.
Superbottoms has a loyal customer base in India and frequently collaborates with celebrities like Alia Khan and Neha Dhupia to create content for its social media channels. They run a community of parents on WhatsApp called the ParentTribe, with over 74k members.
The Challenge
Superbottoms wanted to
- Boost the ROI of influence videos by adding them to the website.
- Turn social media engagement into revenue.
- Increase the average order value (AOV).
- Promote new and best-selling products on the homepage.
- Use videos to showcase its products in detail to help customers make faster buying decisions.
Superbottoms has a strong online presence with 334k followers on Instagram, 25k subscribers on YouTube, and 70k followers on Facebook. For them, social media is not simply a platform for product promotion; it is a space to educate parents about various topics related to raising children and how their products can help.
Celebrities like Alia Bhatt and Neha Dhupia create engaging content, and pediatricians create videos addressing children's health topics and answering questions from worried parents on their social media platforms.
This content strategy has positioned Superbottoms as a helpful, credible, and children-centric brand on social media. This engaging and authentic experience needed to be added to their website, which looked like a typical e-commerce site. This created a disconnect for customers transitioning from social media to the website for purchases.
Also, their influencer videos had a very high engagement rate, but the brand was not utilizing them to their full potential.
The Whatmore Solution
The solution was simple—add their social media videos to their website and make them shoppable. To do this, Superbottoms needed a solution that was easy to integrate, customized to their needs, and had strong analytics. They teamed up with Whatmore, as it fit all their requirements.
Superbottoms used Whatmore's shoppable videos on their homepage, product pages, and landing pages for their Google ads.
- Video carousel on the homepage
They used a video carousel to help first-time visitors discover new and best-selling products. They also added influencer videos to this carousel to boost the credibility of their products.
This is what it looked like.
- Detailed product videos on individual product pages
Superbottoms added videos with in-depth product information and usage instructions to individual product pages. This helped customers make informed and faster buying decisions.
This is how they appeared on the website.
- Ad landing pages
Superbottoms runs ads on Google. They added shoppable videos to their ad landing pages, leading to a higher conversion rate. The videos added credibility to the brand and gave visitors all the information they needed, leading to a higher conversion rate.
All these videos were interactive and had CTAs (calls to action) embedded in them. Unlike normal videos, where visitors would have to search for the product, these videos took them directly to the product page of the product mentioned in the video. This streamlined the purchase journey and reduced the steps needed for checkout.
Adding shoppable videos had any benefits for Superbottoms. Some of these are.
- Shoppable videos made the website more aesthetic, immersive, and engaging.
- They turned social media engagement into revenue by using the videos for conversion.
- They boosted the average order value (AOV) by streamlining the purchase journey on the website.
- Shoppable videos helped customers make more informed and faster buying decisions.
The Result
In just 30 days of adding Whatmore's shoppable videos to their website, Superbottoms achieved these results.
- 5.98% conversion rate with shoppable videos
This is much higher than the average conversion rate for e-commerce websites (2-3%)
- 16.4% increase in average order value (AOV)
Shoppable videos boosted credibility and made it easier for customers to discover new and best-selling products, which increased the AOV.
- 23% increase in engagement rate
Adding shoppable videos to the website made it more interactive and engaging, leading to a 23% increase in engagement.
Want to improve engagement and conversion on your website? Try shoppable videos.
