The Noli Shop achieved 307% increase in conversion with Hue shoppable videos
307%
Average lift in conversion rate*
6
Average videos watched per session*
173x
Average ROI*
*Results measured across 4 months and 221 product pages.
About The Noli Shop
The Noli Shop is a women's fashion brand known for modern, versatile pieces designed to move effortlessly from everyday wear to elevated occasions. As the brand continued to grow its e-commerce presence, The Noli Shop replaced their existing video partner, Tolstoy, with Hue to enhance how shoppers discover and evaluate products online.
4 months after launching Hue on 221 products, The Noli Shop achieved a 173x ROI and expanded their scope of work 6x.
“We saw immediate results after launching Hue's shoppable videos on our PDPs. Authentic video reviews helped shoppers better understand product sizing, quality and styling, which quickly translated into stronger conversion and revenue impact. With the ROI we've seen, expanding Hue across more of our website is a natural next step.”
The Challenge: Helping shoppers visualize fit and style online
Fashion shoppers often need more than static product images to feel confident making a purchase online. While brand photos and descriptions are useful, they often fail to answer key shopper questions:
- How does the garment actually look when worn?
- How does it move or fit on real people?
- How can it be styled in everyday settings?
- What size is best for me?
The Noli Shop wanted to create a more immersive shopping experience that would help customers better understand their products and feel confident purchasing online.
The Solution: Switching from Tolstoy to Hue Shoppable Video
The Noli Shop implemented Hue's shoppable video modules on 221 of their product detail pages. The module included both the brand's own model-style videos and UGC-style testimonials from Hue's creator community that show how products fit and how they are styled in real life.
- Customized, brand-forward design and look & feel
- Implementation support, including headless setups
- Dedicated customer success and implementation teams
- Automatic content tagging and AI workflows
- Ongoing optimization and performance reporting
After using Tolstoy for its shoppable video experience, The Noli Shop switched to Hue to power a more strategic and scalable video commerce program. Brands tend to switch to Hue when they're looking for a true strategic video partner rather than a simple plug-and-play solution.
Shoppable Video Results (February 2026)
Conversion
- 307% lift in conversion
ROI
- 173× monthly ROI
Engagement & Discovery
- 5% video engagement rate
- 6 videos watched on average per session
- 43 seconds watched on average per session
Top-performing products
- Kaia Suede High Rise Jean – Cognac: 472% lift in conversion
- Aria Coated Flare Jean – Gold Metallic: 426% lift in conversion
Why UGC sourced from Hue outperformed brand-produced model videos
Hue analyzed The Noli Shop PDPs that feature both Hue's own creator videos and The Noli Shop's model-style videos for the months of November to December 2025. The Noli Shop's videos primarily showed models wearing the products against a simple backdrop and did not include audio or product commentary. In contrast, Hue creator videos featured authentic reviews from everyday people, filmed in real-life environments — with insights on fit, quality, and styling.
The analysis showed that UGC sourced from Hue consistently outperformed The Noli Shop's model-style videos across key conversion and revenue metrics. On average, Hue's UGC converted at a 26% higher conversion rate than The Noli Shop's videos.
These results highlight the value of adding video content to your website that answers key questions for the customer around fit and quality, and that allows shoppers to see how pieces complement different lifestyles.
The Takeaway
Fashion shoppers often need more context than static product images can provide when shopping online. By integrating Hue's authentic shoppable video UGC across its site, The Noli Shop brought real-world styling and social proof directly into the shopping journey, leading to higher conversion impact, deeper engagement, and higher ROI.
