How goPure Uses UGC Shoppable Video on Skincare Product Pages
goPure, a skincare brand built on a cleaner, safer approach without harmful ingredients, added shoppable videos to its product pages: customer testimonials, expert explainers and product demonstrations, each with the products tagged. Visitors who engaged with the videos converted at an average of 13%, with peaks of 26%, and the videos returned 204X their cost.
In this post
- What problem were they solving?
- What did goPure put on its product pages?
- What were the results?
- What can other beauty brands copy?
What problem were they solving?
Skincare is crowded, and shoppers can't test a product through a screen. To buy, they need three things a product photo doesn't give them:
- Proof from real customers: testimonials and results from people like them.
- Understanding: what the ingredients do and how to apply the product correctly.
- An easy way to buy at the moment they're convinced.
What did goPure put on its product pages?
goPure added shoppable video carousels directly to its product detail pages, on desktop and mobile, with three kinds of video:
- Customer testimonials — UGC from people using the products.
- Expert breakdowns — for example, a dermatologist explaining how to use active ingredients.
- Product demonstrations — how each product is applied.
Each video has the products tagged, so shoppers can add them to cart from the video without leaving the page.
What were the results?
goPure's results with Videoselz shoppable video:
| Metric | Result |
|---|---|
| Conversion rate of video-engaged visitors | 13% average, with peaks of 26% |
| Engagement rate | 12% average |
| Added time on site | 296 hours |
| Revenue from video interactions | $200K+ |
| Return on investment | 204X |
Note what the conversion figure measures: visitors who engaged with a video. Shoppers who choose to watch are already more interested than average, so this is not the same as the store's overall conversion rate rising by that much. To measure the lift on your own store, use an A/B test — see how shoppable video increases conversions.
What can other beauty brands copy?
Match each video to a question shoppers have before buying skincare, and put it on the product page where they decide:
- "Will it work for me?" — customer testimonials from people with similar skin concerns, used with their permission.
- "What does it actually do?" — a short expert or founder explainer on the key ingredients.
- "How do I use it?" — an application demo, ideally showing the full routine.
- Tag every product in the routine, so one video can sell the cleanser, serum and moisturiser together.
For sourcing customer videos, see how to add Instagram Reels to Shopify and what UGC costs at scale. More results from other brands are on our case studies page.
Frequently asked questions
What results did goPure get with shoppable video?
Visitors who engaged with goPure's shoppable videos converted at an average of 13%, with peaks of 26%. The videos drove more than $200K in revenue from video interactions, a 12% average engagement rate, 296 hours of added time on site and a 204X ROI.
What kind of videos work for skincare product pages?
Customer testimonials for proof, expert or founder explainers on ingredients, and application demos showing how to use the product. goPure used all three on its product detail pages.
Is a 13% conversion rate the store's overall conversion rate?
No. It is the average conversion rate of visitors who engaged with the videos. Those visitors are already more interested than average, so use an A/B test to measure how much video lifts your store's overall conversion rate.
Can one skincare video sell several products?
Yes. Tag every product that appears in the video, such as each step of a routine, and shoppers can add any of them to cart from the video.
