Optimizing Video for Conversion and Page Speed: 12 Case Studies Explained

Imagine going out for a delicious meal but waiting an hour before your food finally arrives. Sounds infuriating, doesn’t it?

That’s exactly how shoppers feel when they land on a slow-loading website, and videos take an eternity to load.

Slow-loading videos create friction in the shopping experience and drive off potential customers.

The damage? They hurt your brand reputation and chip away at your profits.

In this guide, we’ll share our best tips for improving video loading time to boost conversions. More importantly, we’ll walk you through 15 case studies of video optimization for page speed.

5 Video Optimization Techniques for Increasing Page Speed

Given that 85% of consumers consider videos essential to their online shopping experience, adding videos to your website isn’t a nice-to-have anymore.

That said, it’s also important to know when every second counts to engage shoppers because if you snooze, you lose. You have to optimize your page speed to load different pages quickly without compromising video quality.

Here are five best practices for video optimization to boost page speed.

1. Implement lazy loading: Lazy loading prioritizes critical elements on a page and delays loading non-critical content. If you open a page, lazy loading only loads what’s visible on the screen/viewport. So, your videos are processed when visitors scroll to a section containing videos. You can automatically apply lazy loading with a powerful video CMS like Videowise to load videos quickly without impacting the user experience.

2. Experiment with video file formats: You can compare the loading time and performance for different video formats. Convert a video into MP4, WebM, or AVI formats using tools like Adobe Media Encoder and monitor how each format performs across different devices and browsers. Aim to balance file size and quality for enhancing website performance with optimized videos.

3. Apply video compression methods: Compressing videos can reduce the file size without affecting the quality. This helps in improving video loading time. You can choose the correct Codex, adjust the frame rate, and reduce resolution to compress your videos. A good eCommerce video platform like Videowise automatically compresses videos to protect page speed.

4. Minimize HTTP requests and video loading: You can merge multiple video files into one to improve the server response time and reduce the number of HTTP requests. Another way is to optimize your server settings and use http/2 for quicker loading speed. You can also optimize your thumbnails or preview clips to give viewers the perception that videos are loaded.

5. Use a CDN (Content Delivery Network): A CDN delivers all visual content quickly and significantly reduces loading times. You can choose a CDN provider with global coverage or select one to serve shoppers in a specific region. Configuring your CDN to cache videos is also important for quicker loading.

If you’re losing tons of traffic to slow-loading videos on your online store, these five best practices will help you turn the tables and deliver a seamless shopping experience. But what more can you do to convert these casual visitors into paying customers? Let’s find out.

5 Video CRO Best Practices for Higher Conversions

Optimized videos help you capture shoppers’ attention. But you can do a lot more to turn this attention into $. Here are our five top tips for using videos for higher conversion rates.

1. Optimize video thumbnails and titles: Entice shoppers to click and watch your videos with intriguing thumbnails and titles. You can use quirky copy to reel them in and create an eye-catching thumbnail with bright colors, legible text, and clean visuals. Remember to track the performance for each of these videos and modify the thumbnails for the ones with a low CTR.

2. Implement schema markup for videos: You can increase search visibility for your video content with schema markup. This structured data makes it easy for search engines to index videos and display them in rich results. Use tools like Google's Structured Data Markup Helper to produce the right video schema data.

3. Add video transcripts and closed captions: Another way to drive sales through videos is by making them accessible to a wider audience. You can add localized transcripts and captions to speak to shoppers in their own language, no matter where they’re from. This also helps people with hearing impairments and allows search engines to crawl your videos quickly.

4. Optimize video embed codes for bulk embedding: A lightweight and clean embed code makes it easy to embed multiple videos across several pages at scale. You can add an entire video library to a page without impacting the user experience. Use these optimized codes to make videos compatible with different browsers and devices.

5. A/B test video placement for conversion optimization: Lastly, you should conduct A/B tests to find the best placement for your videos on every page. Whether you’re embedding on your home page or product pages, A/B tests will tell you where viewers will find videos most intuitive.

Now that we’ve discussed our best advice on optimizing videos for page speed and conversions, let’s break down 15 success stories of eCommerce brands who have cracked the code.

Breaking Down 12 eCommerce Video Optimization Case Studies

We’ve categorized these case studies into six main industries, namely beauty & cosmetics, face and body care, health and fitness, fashion, food and beverages, and baby products. We’ll dig deeper into each brand’s video optimization tactics and the results they produced. Let’s get into it!

Case study 1: Sculpted by Aimee

Sculpted by Aimee is a beauty brand with a heavy emphasis on video content across the online store. As soon as you enter their website, you’re welcomed with a video showing their products in action.

They started embedding shoppable videos across their website for the EU region. They’ve added a video carousel to every product page to display user-generated content. These videos are sourced directly from TikTok and when you click on any of the videos, you’ll be able to get direct access links to the products shown in the video.

This video carousel has been a massive success for them. These instructional videos also help viewers understand how to best use these makeup products.

They’re also creating interactive video quizzes to engage shoppers and recommend different products matching their style. These quizzes will be embedded in an on-brand widget and shoppers can access it on any device.

Case study 2: SACHEU Beauty

SACHEU Beauty is another beauty brand with massive success with shoppable videos. When you land on their website, you’ll see a video carousel right after the first scroll. This carousel features happy customers sharing reviews and showing how to use different products. All these videos are directly imported from TikTok.

When you click on any of these videos, you instantly get all the details about the product with an option to add it to the cart. So, you don’t have to worry about finding the product elsewhere on their website—a short and frictionless path to purchase!

They’ve also added customer videos for each product right below the “Add to cart” button. 

You’ll see another video library above the customer review section. This has been their second-best performing widget, bringing in orders worth $1500.

Case study 3: Dr. Squatch

Dr. Squatch is a men’s personal care brand with a strong video marketing strategy. They’ve embedded a video carousel displaying user-generated videos from TikTok and Instagram on their homepage. Most of these videos show multiple products in action where the customer is talking about the benefits and instructions for each item.

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With over 2500 views, this video carousel has intrigued many shoppers and nudged them to buy. The result? Orders worth $18,000 were directly influenced by these videos.

But what’s been even more successful than their homepage carousel is the video pop-up on their collections page. This is their best-performing video widget, racking more than 12,000 views and influencing orders worth $18,000.

Also, Dr. Squatch switched from Wistia to Videowise for all things video and gained over 250,000 views on their videos across the board. They also achieved an impressive average conversion rate of 9.9% without compromising their page speed.

Case study 4: Dr. Dennis Gross

Dr. Dennis Gross is a science-backed skincare brand aiming to engage and educate shoppers about their products with videos. They’ve embedded customer videos on every product page to build social proof. Each video discusses the steps to use the product and explains how it’ll help your skin.

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These product page video carousels have generated revenue worth $87,000 with over 20,000 views cumulatively. It’s their best-performing widget since it gives potential customers a glimpse of how to use the product and the impact they can achieve.

You’ll also find a video carousel on the homepage where customers show how to use different products. 

Another unique way Dr. Dennis Gross educates shoppers is with a video quiz. This is where shoppers can learn more about the benefits of using peels directly from the brand’s founder.

Dr. Dennis Gross embedded videos at scale across 150 pages on their store, thanks to Videowise’s bulk embedding capability. This tactic paid massive dividends, gaining them a 328x ROI with orders worth $1M+ in 2023 alone.

Case study 5: Eczema Honey

Eczema Honey is an organic skincare brand using videos across various touch points on their website. They added social proof right on their homepage with a video carousel showing the before vs after picture for several users.

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You’ll also see this video widget on the corner of your screens. It displays some more UGC shoppable videos talking about the benefits and use cases for Eczema’s products.

This pop-up video is also visible across all product pages and it’s their best-performing widget. It has earned 2000+ views and influenced revenue worth $3000. Each pop-up conveys a different message and engages shoppers to buy different products.

Each product page also has a carousel of UGC videos that says ‘reviews from real people’. If you’re unsure of whether you want to buy their products, these videos will help you make an informed decision.

Eczema Honey worked with Videowise to implement a video-first strategy and added over 200 videos on multiple product pages and key touchpoints. They witnessed a whopping 72% completion rate for these videos and increased their average conversion rate by a significant 1%.

Case study 6: Corefirst

Corefirst makes pilates-related products to help people exercise pilates at home. You’ll find a video carousel on their homepage to build social proof and win first-time shoppers’ trust. These UGC videos are coming from Instagram, YouTube, and other platforms.

They’ve also added videos to product display pages to show the product in action. These videos show how you can use each product and how it works.

They also used videos to answer some of the most frequently asked questions since it’s easier for shoppers to find answers with a video.

Case study 7: True Classic

True Classic is a men’s wear brand with hundreds of videos embedded across 700+ pages on their online store.

Their most successful video widget is below the “Add to cart” button on each product page. These videos show the best ways to style each item, highlight their unique attributes, and list various occasions where you can wear them.

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These videos have been watched over 115,000 times and have influenced orders worth $600,000. It’s their best-performing video carousel, where shoppers get a mix of UGC and branded content. But more importantly, people can see how to style and where to wear each product.

True Classic’s biggest goal for switching to Videowise was to protect their page speed and load videos quickly. With Videowise’s asynchronous small-sized .JS scripts of just 37kb, the fashion brand was able to deliver quick-loading videos on all product pages and achieve an average conversion rate of 13%.

Case study 8: NOOD

NOOD makes tapes, stickers, and other products to shape and lift breasts. Buying intimate products online is always a challenge and Nood uses shoppable videos to help shoppers make confident decisions.

They display a video carousel on product pages to show you how customers use and style these tapes/stickers. These UGC videos build confidence since real customers show you the best ways to use and style Nood’s products.

Another creative way they’re using videos is on their tutorials page to educate shoppers on how to use/style different products. 

Case study 9: Osmo Salt

Osmo Salt makes premium cooking salts and condiments. They use a video pop-up on their homepage and across multiple product pages to create a more personalized shopping experience.

This pop-up widget is great for educating shoppers with a video note from their founder. It’s worked wonders for them with over $2000 in sales and 2000+ views.

Case study 10: LoveRaw

LoveRaw is a vegan chocolate brand. They leverage shoppable videos to maximize website conversions with a pop-up video on their homepage and collections pages. This pop-up shows how each chocolate is packaged and different recipes to use their products.

The pop-up video widget engages shoppers and gives them an exciting look at the product. It’s brought in sales worth $1000.

You’ll also find user-generated videos and customer reviews under the ‘Add to cart’ button. These video stories include videos directly sourced from TikTok. It’s their second best-performing widget since it shows buyers what these chocolates look in real life.

LoveRaw has also embedded a video carousel on their homepage to add credible social proof. Shoppers can instantly watch a video and add these products to the cart.

Case study 11: Tushbaby

Tushbaby makes children’s carriers and seats. Since parents are extra cautious when buying anything for their babies, the brand uses videos to demonstrate how their products are convenient and comfortable.

On the homepage, you’ll find a video carousel that blends well with their Instagram posts. These are all shoppable videos, and you can buy any product directly from the video.

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But their best video tactic has been a video carousel embedded on each product page. They download videos from TikTok or repurpose them from other avenues and upload them to this carousel.

Since potential customers are able to see the product in action in multiple settings, they can confidently make a buying decision. That’s why this video carousel has influenced revenue worth $38,000, with all the videos generating over 7,500 views.

They’ve also used shoppable videos to share instructions for use. So, shoppers don’t have to struggle to learn the best ways to use a carrier or seat. This tactic has also generated revenue of over $10,000.

Besides, one of their best-selling products has this single shoppable video that educates buyers about different ways to wear the item. It has a neat message of ‘vary how you carry’ to highlight this product’s versatility and convenience.

Case study 12: Busy Baby Mat

Busy Baby Mat is another baby care brand that actively uses shoppable videos to gain their shoppers’ trust. Since their primary target audience is parents, they want to focus on the quality of their products and emphasize convenience.

On the homepage, they’ve embedded a product demo video in a pop-up widget. This short video shows you different products in action with links to check out each product.

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They’ve also embedded a single video under the first scroll to capture shoppers’ attention and highlight how Busy Baby Mat can make life easy for parents and babies alike.

Each product page also has videos under the ‘Add to cart’ button to reiterate their message. These videos include a mix of customer videos and notes from their founder.

All these videos have brought in over 42,000 views with an average conversion rate of 11.49%. They have also increased the average time shoppers spend on the site.

Since each product page had multiple videos, Busy Baby Mat wanted to optimize the video content to load quickly and drive conversion. Taking advantage of Videowise, the baby care brand earned over 42,000 views on their videos and gained an average conversion rate of 11.49%.

Delight shoppers and drive conversions with optimized videos

Video is the name of the game for eCommerce businesses. If you want to impress first-time visitors and make a lasting impression, you can’t sleep on the potential of video content.

But the catch is, any video marketing strategy is a double-edged sword. You risk frustrating shoppers with slow-loading videos.

That’s why you need to optimize all video assets to protect your page speed and load the content quickly. This practical guide gives you the best practices and real-life case studies from leading eCommerce brands to use optimized videos. Find more success stories and get ready to embrace the power of video marketing!