How HAY Boosted Product Page Conversions by 43% with Whatmore & Shopflo
Category
Clothing
Location
India
#1 for Shoppable Videos on Shopify
Trusted by 2500+ brands, Globally ❤️
We knew videos would help us sell, but we just couldn’t risk slowing the site. Thanks to Whatmore's seamless integration, we added videos with no speed hit, allowing shoppers to buy directly while watching them using Shopflo’s one-click checkout. In 13 days, conversions jumped by 43%.
Overview
HAY! is a bold, playful apparel brand redefining everyday fashion for the modern, urban woman. Known for designs that celebrate individuality and personality, HAY! blends quality craftsmanship with a unified brand image to meet daily style needs. Their collections are designed and produced by local artisans using locally sourced materials, supporting Indian craftsmanship and promoting a more sustainable community.
Revenue Boost on Video-enabled SKUs
Video Conversion Rate with Checkout
Despite a strong offline identity and fast-moving product cycles, HAY!’s online product pages lacked the same energy and engagement. Partnering with Whatmore for shoppable video integration and Shopflo for a seamless video checkout experience, HAY! brought its brand personality into the digital shopping journey — leading to a 245% revenue boost on video-enabled SKUs and a 43% uplift in product page conversions.
Our Process
Content Audit
HAY! shared top-selling SKUs. We mapped UGC and styling videos to the product feed.
Setup + Integration
Videos embedded using Whatmore’s shoppable widgets with Shopflo’s smooth checkout added in ‘Shop now’ view on in Shoppable videos.
Performance Review
Measured results through A/B testing: Video vs. No Video, Shopflo vs. No Shopflo, and pre- vs. post-integration impact
The Challenge
HAY!’s product pages weren’t keeping pace with the brand’s bold, playful identity. While their designs reflected individuality and style, the online experience fell short in three critical areas:
📉 Static product pages felt flat
Compared to the fast-paced, visually engaging style of Instagram Reels and TikTok, the pages lacked scroll-stopping appeal.
💔 High mobile checkout drop-offs
Many shoppers abandoned their carts mid-way through a multi-step mobile checkout process
🤷 Lack of performance proof for videos
The team wasn’t convinced that adding videos would directly translate into sales without measurable data
These gaps created both a performance challenge and a confidence barrier for investing in richer product page experiences.
Before and After
Before
Static Pages ❌
After
Interactive Reel-like videos ⭐
Before
3 step process ❌
After
1 step process ⭐
What we Did
To solve these challenges, HAY! partnered with Whatmore and Shopflo to combine interactive video shopping with frictionless checkout, using a structured testing and measurement approach:
- Prioritise high-impact SKUs: Start with best-sellers, try-on videos, and new drops where visual storytelling could have the biggest influence.
- Integrate Shoppable Video Widgets: Add Whatmore videos to the homepage and product pages to match the video-first browsing behaviour of their audience.
- Enable Tap-to-Shop Overlays: Allow customers to add items to their cart directly from the video, without leaving the page.
- Embed 1-Click Video Checkout: Use Shopflo’s checkout inside Shoppable video tiles to remove friction and speed up decision-making.
- Run Controlled A/B Tests: Compare Video vs. No-Video SKUs and Shopflo-enabled checkout vs. standard checkout.
- Measure Pre- vs. Post-Integration Impact: Analyse 13 days of performance data before and after adding Shopflo checkout to quantify the effect on conversion and revenue.
This combination of content enhancement and checkout optimisation created a measurable framework to test, prove, and scale improvements across the catalogue.
Results
Pre vs. Post Shopflo Integration - 13 days
Shoppable Video SKUs vs. Non-Video SKUs
Use Cases
Shoppable Videos Across Key SKUs
HAY! placed Whatmore shoppable video widgets on high-performing SKU Product Page. These videos showcased styling ideas, fit, and fabric movement, giving shoppers a richer product view than static images could.
Integrated Video Checkout with Shopflo
The checkout process was embedded inside the video overlay. Shoppers could complete purchases without reloading the page or moving away from the product experience, significantly reducing friction.
A/B Testing for Data-Driven Decisions
HAY! ran controlled experiments:
- Video vs. No Video SKUs to measure the impact of adding shoppable video content.
- Shopflo vs. No Shopflo to evaluate the effect of embedded 1-click checkout. Results from these tests provided clear performance proof to guide future rollouts.
Why Whatmore Videos Work
This is how a typical heatmap looks on pages with PDP videos
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