The Result
- 24,000 direct add-to-carts from shoppable videos
- 11.26% conversion rate
- 14,000 engaged sessions per month
- 55% of visitors who watch shoppable videos add featured products to their cart
About Deconstruct Skincare
Deconstruct is a rapidly growing skincare brand in India. They're a DTC company with a strong presence on social media platforms like Instagram and Facebook. Founded with a mission to provide transparency and efficacy in skincare, Deconstruct has built a loyal customer base that values science-backed formulations and honest communication. The brand describes itself as "high-performance skincare" that won't irritate the skin.
Deconstruct is a content-driven brand that shares science-based information to educate consumers and help them make the right choices for their skin type and goals. The brand uses blogs and video content to educate and engage its audience, driving brand loyalty and repeat purchases.
The Challenge
Deconstruct wanted to
- Create a more interactive and educational shopping experience
- Increase the conversion rate on their website
- Use videos to guide customers through the buying process
- Highlight product functions and features
Deconstruct Skincare has built a strong community of skincare enthusiast across their social media platforms. On Instagram, the brand has over 103k followers and creates a variety of educational, UCG, and trending content. They also have a YouTube channel where they educate people at the beginning of their skincare journey about active ingredients and how to use them. This has helped Deconstruct position itself as a customer-centric, information-first brand on social media.
Prospective customers discover the brand and its products on social media and then move to the website to make a purchase. Although the website had educational blogs, the lack of quickly consumable videos hampered the overall brand experience. So, they wanted to use their social media videos to create a more cohesive and immersive experience on their website.
Teaming with Whatmore
Deconstruct needed a solution to add videos to their website. The solution had to be easy to integrate, customizable, and have strong analytics. They partnered with Whatmore since it fit all their requirements. After a quick onboarding, Whatmore went live on their website.
The Whatmore Solution
With Whatmore live on its website, Deconstruct could add shoppable videos. Shoppable videos are videos that have CTAs like 'Buy Now', 'Add to Cart', and 'Share' embedded in them. This helps viewers purchase or share the products featured in the video from the video itself.
Deconstruct is using various types of shoppable videos on its website.
- Educational video carousels on the homepage
The brand uses video carousels on its homepage to create a captivating first impression for visitors. This helps them draw eyeballs to new launches and best sellers. It also makes it easier for first-time visitors to navigate the website and find products that they may have seen on social media.
This is what the videos look like.
- In-depth product demo videos on individual product pages
Deconstruct uses detailed product demo videos on individual product pages to educate prospective customers about product benefits and usage. These videos clarify any doubts prospective customers may have and help them buy with confidence.
This is what they look like.
- Unboxing videos to generate curiosity for a new product
Using video carousels on the homepage helped Deconstruct create curiosity and demand for new product launches.
- UGC videos to drive trust and credibility
Showcasing UGC (user-generated content) videos on the website creates a sense of authenticity around the brand. These videos show real customers sharing their experience with Deconstruct products. This helped prospective customers see how others have benefited from the products and created a community-driven brand image.
The Result
Adding Whatmore's shoppable videos on its website had many benefits for Deconstruct. It helped them create a cohesive and immersive shopping experience for their customers. Using videos to educate consumers helped them make a faster buying decision and boosted conversion. The add-to-cart and buy-now buttons reduced friction and led to a seamless checkout process.
This is what Deconstruct achieved with Whatmore
- 11.26% conversion rate
The conversion rate with shoppable videos is 11%, much higher than the 3% average e-commerce conversion rate.
- 24,000 direct add-to-carts from shoppable videos
Shoppable videos have proved effective in significantly increasing add-to-carts
- 14,000 engaged sessions per month
Deconstruct has successfully created an engaging website shopping experience
- 55% of visitors who watch shoppable videos add featured products to their cart
This increased the average cart value and boosted the conversion rate.
Want to use shoppable videos to turn engaged website visitors and boost revenue? Try Whatmore today!
