Foot Locker A/B test shows Employee-Generated Content (EGC) drives +6% conversion lift
+6%
Lift in Conversion Rate*
+21.2%
Engagement Rate*
+5%
Demand per Visitor*
*Results measured via A/B test on desktop in November 2025, 50/50 traffic split, on 40 product pages.
Brands are tapping into the experts closest to their products: store teams, founders, in-house experts, and corporate employees. This emerging content type — Employee-Generated Content (EGC) — is proving to be the next major development in retail strategy, and retailers like Foot Locker are leading the way.
After launching Hue's shoppable video module on desktop featuring Foot Locker's iconic store associates — known as Stripers — Foot Locker saw a meaningful lift in conversion rate and a strong engagement rate. The results reinforce the power of EGC to build unmatched product confidence, particularly for functional products like footwear and complex, multi-product shopping journeys.
The Challenge: How to extend store-associate expertise to the online shopper?
Foot Locker is known for one of the most consistent in-store experiences in retail. Shoppers expect the same level of service online. Foot Locker partnered with Hue to:
- Test authentic UGC on PDPs, focused on men's footwear (with secondary focus on women's and kids').
- Drive core KPIs including conversion lift, sales impact, and customer engagement.
- Increase PDP conversion through a rigorous A/B test.
- Deliver with low lift, fast launch, and zero tech development overhead.
The Solution: Hue's Shoppable Video experience on desktop
Foot Locker launched Hue's Shoppable Video experience across top-traffic PDPs through a fully automated workflow. Content uploaded into the Hue portal automatically populated onto its respective PDPs at scale, bringing the associate's voice online. Hue's automated content workflow:
- Ingests EGC + existing social content from social media.
- Optimizes video order based on proprietary performance data to drive conversion and engagement.
- Enables captions, autoplay, accessibility considerations, and a frictionless UX.
- Embeds shoppable video technology with no custom dev work required.
“Our Stripers are at the center of the Foot Locker in-store experience. They educate customers, build trust, and help people feel confident in what they're buying. Bringing that same expertise online through Hue's shoppable video let us extend an in-store strength into digital in a really natural way. We saw immediate impact — stronger conversion and customers moving through the purchase journey with more confidence.”
The Results on desktop*
Business impact
- +6% Lift in Conversion Rate
- 21.2% Engagement Rate
- +5% Lift in Demand per Visitor
Program milestone
- Test performed so well that Foot Locker ended A/B testing on desktop and moved Hue to 100% traffic before Black Friday / Cyber Monday.
- Shoppable Video on mobile launched in January after the holiday code freeze.
*A/B test on desktop, November 2025, 50/50 split, top 12 PDPs by traffic.
Top-Performing Content
Hue's Creator Analytics Dashboard surfaced the top-performing creators and let Foot Locker adjust video order by SKU. The single highest-lifting video drove 311% conversion lift and addressed:
- Fit — 'the shoe runs wide; consider sizing down by half a size.'
- Features — the gummy rubber outer sole and added traction.
- Product heritage — the shoe's 1980s release and 1990s skate-inspired evolution.
- Design details — 3D stitched stripes (not printed) reinforce craftsmanship.
- Styling — pair with cargos, joggers, or a matching tracksuit.
- Demonstration — the Striper actively lifted and rotated the shoe on camera.
