Authentic UGC on homepage drives 3.11% revenue per visitor lift for Title Nine
+3.11%
Lift in Revenue per Visitor (RPV)
+2.71%
Lift in Average Products per Visitor (APV)
+5.3%
Lift in Conversion Rate
*Results measured over a two-month 50/50 A/B test via Convert on homepage and PDP placements.
The Challenge: From clicks to connection
When Title Nine, an independent, women-owned outdoor apparel brand, looked at their ecommerce data, one pattern stood out: there was an opportunity to increase conversion from paid traffic, especially on mobile. These were critical conversion points, yet something was missing.
Text reviews were helpful, but they didn't fully capture the brand's spirit or reassure shoppers about fit, feel, and function. Without authentic video product testimonials, the journey from click to cart felt disjointed.
That's when Title Nine teamed up with Hue to answer one question: could authentic, shoppable UGC videos drive more conversions?
The Goal: Building trust through real stories
From the start, the mission was clear: elevate both the homepage and PDP experience with genuine customer voices and videos. Together, Title Nine and Hue set out to:
- Improve discoverability for shoppers entering from paid media.
- Build trust through authentic, diverse video testimonials using real women, not influencers.
- Increase conversion rate and revenue per visitor by showing products in action.
- Gather deep customer insights through user testing.
- Compare homepage vs. PDP placements to find the highest ROI touchpoints.
Step 1: Bring real video testimonials of real women to the site
Hue sourced 30 UGC video testimonials from our creator community and embedded them across four bestseller PDPs from Title Nine's Spring/Summer collection, plus a custom homepage module designed to capture attention from the first scroll.
- Diversity of fit and function — videos featured women of varying body types on hiking trails, at the beach, and everywhere in between.
- Testing for what works — multiple placements were A/B tested to find the moments in the journey with the biggest impact.
- Ongoing UX tweaks — placement, copy, and design evolved based on A/B results and user feedback.
Step 2: Measure results
Homepage module
- +3.11% Revenue per Visitor (RPV)
- +2.71% Average Products per Visitor (APV)
- +5.3% Conversion Rate
Creator learnings
- 4-star and 3-star reviews had a disproportionately high number of plays — shoppers gravitate toward the most authentic, believable voices.
- Top-performing thumbnails showed a full-body picture of the product; less-engaged videos were either 'in-action' or not on body.
“They're showing how the dress fits, how it flows, the size they are, and how it looks on them. Extremely useful.”
Step 3: Gather insights & user feedback
Title Nine and Hue ran 17 unmoderated user interviews (via Userbrain) with real shoppers. What shoppers valued most:
- Concise, feature-focused clips showing product details and fit for a specific body type.
- Videos that felt personal and genuine — lived experiences, not scripted marketing lines.
- Less effective: contributors simply modeling the item without sharing opinions or specs recited without personal perspective.
Step 4: Optimize & leverage content in ads
Following the test, Title Nine rolled out UX enhancements:
- Moved Hue videos under the 'Reviews' header for better discoverability.
- Highlighted a mix of positive and lower-star reviews to build authenticity.
- Renamed 'Incentivized' labels to 'Gifted' to clarify contributor participation.
- Autoplayed previews to boost engagement.
- Reworked review titles and reordering for better readability.
And it didn't stop there. The same Hue-powered content began outperforming in paid ads, delivering ROAS on par with the brand's top campaigns (1.3+ ROAS).
Key Takeaways
- Homepage shoppable video placement = high impact. A multi-product video placement drives brand and product affinity.
- Authenticity converts. Balanced reviews and diverse representation build lasting trust.
- Cross-channel power. UGC that works on-site can also drive returns in paid media.
