How Popov Leather scaled video content across more than 140 product pages

260X

Return on investment

17,000

Videos watched

7.15%

Average conversion rate

“I’ve used other video platforms similar to Videowise and it is by far the fastest, easiest to use, and as far as I’m concerned the only one that keeps making itself better. Every time I go onto Videowise there is something new and it’s awesome. People are proactively helping us make our business better. The support has been phenomenal.”

Ryan Popoff, CEO & co-founder at Popov Leather

About Popov Leather

In 2013, Ryan Popoff embarked on a quest to design the ideal front-pocket wallet, a pursuit that began as a personal hobby and eventually transformed into a thriving business.

With encouragement from his wife, he shared his design online, only to find that many others were similarly in search of a practical wallet solution.

The transition from hobby to business involved years of learning and dedication, culminating in a significant milestone in July 2023, when Popov Leather surpassed 100,000 orders on Shopify.

The challenge

Popov Leather has faced various challenges along the way, prompting the brand to explore creative solutions for its website.

Product presentation. Popov Leather tried to effectively showcase its products. The brand wanted to find a way to show a visual narrative of the meticulous preparation that goes into each leather product.
Increasing user engagement. Popov Leather values customer opinions highly in attracting new shoppers, recognizing how powerful these recommendations can be. That is why the brand wanted to incorporate shoppers' testimonials to build trust within the community.
Showing the products’ functionality and quality. Popov Leather embraced the "show, don’t tell" philosophy to visually highlight how their items work and the quality of their leather goods.

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The solution

To tackle these challenges, the brand partnered with Videowise to enhance the available video content on its website.

UGC videos on PDPs. Popov Leather chose to implement Videowise widgets on their product detail pages to showcase customer-generated content. This effectively reinforced the quality of their products and the company’s strong reputation.
Incorporating shoppable videos. Videowise addressed Popov Leather's website's lack of video content. With over 100 compelling videos, the brand aimed to bring its products to life throughout the website, highlighting its products' features and the craftsmanship behind.
Video embedding at scale, on over 140 product pages. Popov Leather used Videowise’s proprietary technology to save hundreds of work hours and embed video stories at scale, on over 140 product pages. Notably, each product page has its distinct video content, ensuring the brand's messaging remains tailored and resonant for every product offering.

The results

Popov Leather took a strategic step forward by partnering with Videowise to seamlessly integrate videos across their product pages and homepage.

In the past 30 days, Popov Leather averaged a return on investment (ROI) of 260X based on the orders originating from shoppable videos. Shoppers engaging with the videos had an average conversion rate of 7.15%, with some periods peaking at an impressive 22%.

During the 30-day period, Popov Leather’s customers showed impressive engagement, with over 17,000 videos viewed across the website and an average of 5 videos watched per shopper.

Among the various video formats, the top-performing widget—a homepage carousel—was a standout, generating an impressive $26,800 in video-driven sales in the past 30 days.