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 and effective products.
Tatcha aimed to enhance their product detail pages (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 Matter:
🔹Purchase Revenue per User (PRU) – Could increased engagement translate into higher revenue?
🔹 Conversion Rates – Would visitors who watched UGC video reviews be more likely to purchase?
🔹 Average Order Value (AOV) – Would engaging with UGC videos lead to larger purchases?
Solution
Tatcha partnered with Hue to source 586 video reviews across 40 products. Within Hue’s module, Tatcha identified that video reviews that 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 to three product pages and measured their impact on conversion rate and purchase revenue per user (PRU).
Click here to view Hue Shoppable Video on Tatcha's Indigo Calming Cream product page.
Not only did the content need to be aligned with Tatcha’s elevated brand identity, but it also had to feel authentic to customers. Additionally, the UGC videos needed to scale and be licensed for use across channels to reduce friction in the sourcing process.
After seeing significant improvements in PRU, Tatcha launched Hue’s Video module sitewide across over 40 SKUs. Want to learn more how Hue sources conversion-driving content for eCommerce at scale?
Strategy
Hue’s strategy to drive revenue:
- Hue A/B tested video placement to identify top performing videos.
- Hue sourced content that answered Tatcha’s customers’ main questions and addressed barriers to purchase.
“Integrating Hue’s Video Technology has proven to enhance the client experience for Tatcha,” said Andrea Carver, SVP DTC and Technology, 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, Senior Vice President of DTC & Technology at Tatcha
Results
+ 2.07% in purchase revenue per user (PRU)
The increase in PRU applies to customers who see the Hue shopping experience, making them qualified users.
37% engagement rate
Skincare customers engaged with Tatcha’s relevant, educational video reviews that show product application and authentic results with useful visuals.
4% add-to-cart rate
The video add-to-cart rate exceeds Hue's “exceptional” benchmark and demonstrates the effectiveness of the Shoppable Video on conversion.
5 videos watched per session, per user
Users are watching an average of five videos per session, an exceptional engagement metric. Additionally, 50% of users that reach Hue’s shopping experience engage for 50% of session time.
Tatcha’s key highlight video review and before & after showcased incredible skin transformation. Hue creator Melissa G. shared her honest assessment of Tatcha’s Indigo Calming Cream after using it for two weeks. This review directly addressed a customer need: visual proof that the Indigo Calming Cream was effective for skin redness. Melissa’s jaw-dropping before & after was paired with an informative UGC video review describing the product’s qualities and application.
Click here to view Hue Shoppable Video on Tatcha's Indigo Calming Cream product page.
Conclusion
Tatcha’s initial launch of Hue’s Shoppable Video module on its hero products resulted in significant improvement in revenue. 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 having relevant, useful UGC is a must for ecommerce beauty brands.
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