How Ava Estell generated £743K at up to 21% conversion rate with shoppable experience for ecommerce

Ava Estell is an all-natural skincare brand that’s made with melanin in mind, dealing with darker skin tones and specific skin concerns like hyperpigmentation.

Yaw Okyere, the founder of the company, created Ava Estell for his wife, who saw a massive gap in experienced first-hand a lack of Black representation within the cosmetics industry.

Created in 2020, Ava Estell turned into a very successful global brand, with people all over the world using the products to bring their skin back to balance or to simply feel more confident in their complexion.

For consumers, shopping for cosmetics online is a social experience. They don’t just enter a website and buy the first product they encounter. They first do extensive research on social media, check YouTube videos to see how a certain product works, and even ask for recommendations online.

The challenge for Ava Estell was to find an efficient way to engage with shoppers and show them the results of their products can deliver, without having to leave the store to do research elsewhere. Do these products really work? That was the question they had to find an immersive & interactive way to answer.

Another challenge was page speed and the lack of analytics around video content. Ava Estell already had some Vimeo videos on their product pages but since most of their traffic was coming from mobile devices, the engagement was very low.

With Videowise, Ava Estell was able to embed their already existing, informative videos of their products directly on their Shopify store, with zero impact to their page speed.

The videos include detailed product information (such as the skin condition they're for, benefits, before and afters, and more), and they link directly to the product pages. This encourages engagement and retention, leading to an up to a higher conversion. In one test pre-BFCM Ava Estell managed to boost their overall site conversion by +12%.

They started leveraging their video testimonials and video reviews to showcase the key benefits of their products at essential moments in their customers’ shopping journeys, guiding them towards a more trustful purchasing decision.

Ava Estell uploaded new videos but were also able to import & use their existing Instagram Reels & TikTok Videos.  In an industry where social proof is crucial to establish trust between your audience and your brand, making their video testimonials shoppable was a move that ultimately led to growth.