How Deconstruct Hit an 11.26% Conversion Rate with Shoppable Videos
Category
Beauty
Location
India
#1 for Shoppable Videos on Shopify
Trusted by 2500+ brands, Globally ❤️
Overview
Direct Add-to-Carts from Shoppable Videos
Conversion Rate on Product Pages
Visitors Who Added Products After Watching Videos
Engaged sessions per month
Deconstruct, a high-performance skincare brand built on science-backed formulations and transparency, wanted to create a more interactive shopping journey. While their social media was rich with educational and UGC content, the website relied on static visuals and blogs—leading to high drop-offs. Partnering with Whatmore, they integrated shoppable videos across product and collection pages: demos, UGC, and educational clips with instant add-to-cart CTAs.
Our Process
Discovery Call
Understood Deconstruct’s goal of making their website as interactive as their social media and addressing low PDP conversions.
Trial & Pilot
Launched Shoppable Videos across homepage carousels, product demo pages, and UGC sections to test impact quickly.
Scale-Up
Within weeks, results were clear—11.26% conversion rate, 24,000 direct add-to-carts, and 55% of viewers adding products. Deconstruct continues to expand with Whatmore as a long-term growth partner.
The Challenge
🖼️ Video-led storytelling was missing
While Deconstruct had a strong social media presence with UGC and educational content, the website relied mostly on static visuals and blogs.
📉 High traffic, low conversions
Prospective customers discovered the brand on Instagram and YouTube but often dropped off after landing on PDPs.
🔍 Product education gap
Without quick, consumable videos, shoppers couldn’t fully understand product functions or benefits—slowing confidence and purchase decisions.
Before and After
Before
Static Website Pages ❌
After
Higher Conversions with Videos ✅
Before
Static Website Pages ❌
After
Higher Conversions with Videos ✅
What we Did
To turn static pages into an interactive shopping journey, Deconstruct partnered with Whatmore to roll out a structured video-first strategy across their website:
- 🎥 Activate Product Demo Videos on PDPs: Added in-depth demo videos directly on product pages to explain product benefits, usage, and active ingredients—helping shoppers buy with confidence.
- 💎 Launch UGC Videos for Trust: Showcased authentic user-generated content on the site to build credibility and community-driven proof.
- 🛍️ Repurpose Content on Homepage Carousels: Brought educational and launch-focused video carousels to the homepage, spotlighting bestsellers and new arrivals for first-time visitors.
- 📦 Use Unboxing Videos to Build Excitement: Created curiosity for new product drops with engaging unboxing clips embedded across key pages.
- ⚡ Prioritise Speed & Scale: Embedded Whatmore widgets that loaded instantly, ensuring no impact on site performance while enabling consistent rollouts across the catalogue.
This combination of education-led content, UGC trust signals, and frictionless add-to-cart CTAs gave Deconstruct a proven framework to test, measure, and scale video-driven conversions across their store.
Results
24k
11.26%
55%
14k
Use Cases
Homepage Video Carousels
Homepage traffic often bounced without engaging deeply with the brand. With Whatmore, Deconstruct turned their educational and launch-focused videos into homepage carousels. Visitors could explore new arrivals, see product stories, and get guided to bestsellers right from the first scroll—creating an immersive, content-led shopping journey.
Product Pages
Static images and text couldn’t fully explain skincare benefits or usage. Whatmore’s shoppable widgets let Deconstruct embed detailed demo and UGC videos directly on product pages—showing how products work, their ingredients, and real customer experiences. Shoppers could watch, learn, and add to cart instantly from the video, improving buying confidence and conversion.
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