How Suta is Turning Storytelling into Conversions with Shoppable Videos

• 4,602 product clicks driven directly through shoppable videos.
• 2% conversion rate achieved on video-driven interactions.
• Average watch time of 34 seconds on video carousels, keeping users engaged.

About Suta

Suta (short for Sujata and Taniya, the founders' names) is a sustainable fashion brand based in India. Founded in 2016, Suta combines traditional craftsmanship with contemporary designs in its products, which include a range of apparel, like sarees, blouses, and ready-to-wear outfits. The brand celebrates raw threads, traditional boldness, and uninterrupted simplicity.

With a community of over 1 million followers across social media, Suta is known for creating high-quality videos that capture the essence of its products. However, this immersive experience was only confined to their social channels. The website, which is their point of sale, was missing this engagement shopping experience.

The Challenge

Suta wanted to improve their website experience by adding the engaging video content they already had on their social media platforms.

The brand wanted to

• Replicate the visual storytelling magic on their website.
• Create an interactive shopping experience to keep visitors engaged.
• Improve conversion on the website by providing a streamlined shopping experience 
• Avoid slow page speeds usually caused by video content.

Visual storytelling is at the heart of Suta. They wanted to make shopping on their website as fun and engaging as browsing social media.

The Whatmore Solution

To address these challenges, Suta wanted to add social media videos to their website and make them shoppable.

They teamed up with Whatmore to do this. Whatmore is an easy-to-integrate and customizable Shopify app that helps e-commerce websites add shoppable videos without impacting the load speed.

This is how Whatmore helped Suta. 

1. Homepage Video Carousel

Suta added a dynamic video carousel to the homepage to replicate the visual storytelling experience of their social media platforms. They use this carousel to highlight new collections, best-sellers, and key products. This carousel also creates an interactive entry point for first-time visitors and makes navigating the website easier. 

This is what it looks like. 

All these videos are shoppable, meaning they have an 'Add to Cart' CTA embedded in them. This helps visitors shop directly from videos without navigating away from the content.

2. Shoppable Videos on Product Pages 

Suta has also added in-depth, shoppable videos on their product pages. These videos are artistic and show the product on real people, along with details about the fabric and styling options.

These detailed videos help customers make faster, more confident purchase decisions.

Here's how they appear on the website.

3. Instagram Integration for Easy Updates

Suta uses Whatmore's import tool to bring videos from Instagram to their website easily. After tagging products in the videos (which takes a few minutes), they are live on the website instantly. This allows Suta to keep the website fresh and in sync with new campaigns without any extra effort.

4. Zero impact on page speed

Suta has added a large number of videos to its website without ANY impact on page load speed. Since. Whatmore's shoppable videos are loaded on demand via CDN (Content Delivery Networks), so maintaining the original website speed is easy. 

This has allowed Suta to deliver an engaging shopping experience without compromising the overall user experience.

The Result

Adding shoppable videos to its website not only improved Suta's story-driven marketing but also had measurable results like

• 4,602 product clicks driven directly through shoppable videos.

This shows how effective shoppable videos are in driving interest. 

• 2% conversion rate from shoppable videos 

This proves that visual storytelling via shoppable videos can successfully translate into sales.

• 34 seconds average watch time,

This highlights how immersive and engaging video content is compared to static images. 

"Whatmore wants to bring Suta's Instagram storytelling to life on their website. Shoppable videos are not just about showcasing products; they also create moments that customers connect with and have a tangible impact on revenue."

-Prabhu Sahoo, co-founder at Whatmore

Want to boost engagement and conversion on your website? Try our shoppable videos!