Tatcha proves shoppable video increases PRU 2% with A/B test and expands sitewide

SkincareA/B TestShoppable VideoUGC Community

+2.07%

Purchase Revenue per User

37%

Engagement Rate

Videos watched per session

Goals

Tatcha is a leader in luxury skincare. Its premium Japanese-inspired products have amassed a loyal customer base of people with all skin types who value transformative, effective products.

Tatcha aimed to enhance their PDPs. While traditional PDPs served their purpose, they lacked the mobile-first, social shopping experience today's shoppers crave. Static images and text provided information, but they weren't leveraging the influence of social proof or storytelling.

Metrics that mattered

Purchase Revenue per User (PRU) — could increased engagement translate into higher revenue?
Conversion Rates — would visitors watching UGC video reviews be more likely to purchase?
Average Order Value (AOV) — would engaged shoppers place larger orders?

The Solution

Tatcha partnered with Hue to source 586 video reviews across 40 products. Within Hue's module, Tatcha identified that video reviews focused on authenticity and product routine resonated with their customers.

To start, Tatcha systematically tested the impact of Hue's shoppable UGC videos on three hero product pages. They added 47 UGC videos and 92 before-and-after images sourced from Hue's Creator Community and measured conversion rate and purchase revenue per user (PRU).

After seeing significant improvements in PRU, Tatcha launched Hue's Video module sitewide across 40+ SKUs.

Hue video review cards for Tatcha Indigo Calming Cream — Verified video reviews sourced through Hue for Tatcha's Indigo Calming Cream.

Before and after shoppable video frames for Tatcha Indigo Calming Cream with add-to-bag — Before-and-after creator content, shoppable in-player with add-to-bag on the Indigo Calming Cream PDP.

“Integrating Hue's Video Technology has proven to enhance the client experience for Tatcha. Through an A/B test, we were able to see a substantial lift in conversion and sales. The customer journey has improved and we will continue to integrate Hue's Video Technology to more touchpoints on the Tatcha website to support product discovery and education.”
— Andrea Carver, SVP of DTC & Technology — Tatcha

Results

Business impact

+2.07% Purchase Revenue per User (PRU)
37% engagement rate
4% add-to-cart rate (exceeds Hue's 'exceptional' benchmark)
5 videos watched per session on average
50% of users who reached Hue's shopping experience engaged for 50% of session time

Conclusion

Tatcha's initial launch of Hue's Shoppable Video module on its hero products resulted in significant revenue improvement. This demonstrated customers' desire to see authentic UGC content in order to make a purchasing decision. After implementing UGC videos sitewide, Tatcha saw increased revenue and engagement — proving that relevant, useful UGC is a must for ecommerce beauty brands.

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