Join 30,000+ brand owners, operators and marketers. Subscribe here.
No. 186: Hey all,
A homepage video rarely improves conversions without a clear purpose.
Most are heavy, slow to load, and easy to scroll past.
But for one CPG brand, video lifted conversions 18.8% because it did one specific job well:
It helped shoppers experience the product’s ritual before evaluating it.
Here’s what we found.
In less than 2 minutes, learn:
Read time: 2 minutes
Need to boost conversion rates and revenue in Q1?
Meet with our expert team and get a free storefront analysis. We'll show you exactly what to change to increase conversions and profit.
🎯 WEEKLY INSIGHT
Hero videos convert when they clarify the product experience, not distract from it.
Most CPG products aren’t bought on impulse. Shoppers need to feel something before they decide.
When the opening moment creates that emotional hook, it changes how they shop.
A tea brand replaced a static hero image with a sensory video: warm steam rising, a slow pour, subtle movement with a holiday background.
The result? +18.8% lift in conversion rate.
It worked because it made the ritual feel real.
And it wasn’t about aesthetics.
It was about demonstrating the moment the product creates.
This is important for CPG categories where emotion and ritual drive buying decisions (supplements, tea, coffee, beauty).
The video on top of the homepage:
Set the emotional context early, before any logical product details.
Matched how shoppers actually use the product, making the value feel tangible.
Gave visitors a reason to keep scrolling, instead of bouncing.
Most hero videos fail this early on because they distract.
This one worked because it clarified the experience.
⭐ Takeaway: If your product relies on ritual or sensory experience, test a hero video that shows that moment clearly. When shoppers feel the experience first, they’re more willing to evaluate the product.
🕙 WHAT’S BREWING
Over 12 months and 36 A/B tests, they generated $1.8 million in incremental revenue
Revising navigation increased mobile conversions 9%
Cutting brand-exposition copy boosted conversions 7.3%
🗞️ NEWS HIGHLIGHT
Average order values on TikTok Shop are rising across key categories.
Higher-priced products now convert when paired with strong creator demos.
The platform is shifting from bargain hunting to value-driven discovery.
👀 FROM LAST WEEK
Why you should move your origin story details higher on the PDP.
This simple layout edit helped shoppers understand the product’s value sooner.
Early access to the product story improved conversions and reduced hesitation.
If small changes like this can lift conversions double digits, imagine what a full-site strategy could do.
Let’s find your next win → Book a strategy call.
Until next time,
— Allen