Laura Geller A/B test shows 5.3% increase in conversion vs. Virtual Try-On App

How Laura Geller utilized Shoppable Video to boost conversion 5.3%, increase revenue per visitor 2.6% and build community with their customer base.

(1 minute read)

About the brand: Laura Geller Beauty specializes in handcrafted, baked makeup formulas that are designed with mature skin in mind. Together with Hue, Laura Geller replaced Virtual Try On with Hue’s shade matching technology, where customers can see real people of all skin tones, ages and more try on the product. Hue helped Laura Geller source 115 videos and 115 before & afters across 3 products.

“Hue video marketing tools help us market to our customers in a more relevant way compared to competitive tools that we’ve tried, and the platform is priced well for the value it creates. Hue’s tech & beauty-veteran team are exceptional. ”

Stephanie Friedlander, Sr Manager of eCommerce, Laura Geller

Methodology & Results

Click here to view Hue Shoppable Video on Laura Geller's Baked Balance-n-Brighten Color Correcting Foundation product page.

A/B Testing Methodology:

- 3 unique foundation product pages on website

- 50 / 50 traffic split

- Identical page views

- Channel: desktop & mobile

- Time frame: 4 weeks

During the A/B test, Laura Geller replaced 2 tech products — a shade matching quiz & a virtual try-on tool from Revieve — with Hue’s Shoppable Video Module & Quiz.

Results: After 4 weeks, 26% of customers visiting the foundation product pages engaged with Hue’s Video API & Quiz versus 3% engagement with other tools. Results showed a 5.3% increase in conversion and 2.6% increase in revenue per visitor.

Hue’s Shoppable Video experience not only aided Laura Geller’s customers in selecting the best shade match but also provided essential educational content for their 40+ year old customers who actively look for information on how to apply the products.

In addition to Hue’s Shoppable Video features, the team “loves the upselling and bundle functionality on the quiz results page. We're also seeing added sales from this feature”, says Stephanie Friedlander, Senior Manager of eCommerce at Laura Geller. Lastly, Hue sourced 115 video testimonials to power the video-centric shopping experience.

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