Vanity Planet Increases Checkouts
by 24% with Instagram Photos


0 %

Increased Checkout Rate

0 .1%

Checkout Rate with UGC

$ 0

Increase in 10 Days Cart Value

The Company


Vanity Planet is an online marketplace that sells beauty, grooming and health products for mindful & savvy shoppers.

In August 2016, Vanity Planet sold its 500,000th Spin for Perfect Skin, its signature skincare product.

The original product page for Spin for a Perfect Skin was already very strong. It had a minimalist design, elegant color contrast, and a lot of reviews. With 6% of product page visitors reaching checkout, the product page was performing well above eCommerce standards.

The Test


Already a client of Yotpo for customer reviews, Vanity Planet was an early adopter of Yotpo’s Social Curation, a series of tools to use customer photos to increase conversion rate and more.

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Methodology


In order to see the effects of adding customer photos to their product page, Vanity Planet ran an A/B test with Visual Website Optimizer, the authoritative AB testing software.

They tested the original product page against the same page with customer photos added just above the reviews. These included photos curated from Instagram, as well as photos uploaded by customers alongside their reviews.

The test ran for 10 days, with almost 6,000 visitors tracked.

Results


The page that included customer photos outperformed the original. Visitors reaching the checkout page from the product page increased by 24%.

Initially 6.56%, it soared to 8.11% – which adds up to an additional $8,900 in cart value for the $100 product over a 10-day period!

Why the Variation won


Authentic customer photos establish social proof & trust for hesitant online shoppers. Today, default product photos aren’t enough – shoppers simply don’t trust business-produced photos, and the default photos don’t capture the range of uses of the product.

When shoppers see authentic customer photos from Instagram, they relate to their peers, see the range of uses for the product, and know that others actually use and love it.

Social Curation is changing the way we engage with customers.

- Mike Ponzillo, Co-founder of Vanity Planet

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