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"Our results from A/B testing: Up to +38.89% conversion rate, pp to +35.71% more orders, up to +34.44% revenue per session, up to +31.67% total revenue. Also the support has been great!"
Burju Shoes is a premium dance and lifestyle footwear brand built for dancers, performers, and anyone who wants a heel that moves with them. Their catalog spans dance heels, practice shoes, and fashion-forward styles designed to deliver both performance and aesthetics, whether on a dance floor or in everyday life.
Footwear is one of the most intent-driven categories in ecommerce. Shoppers want to see how a shoe fits, how it moves, and how it looks on a real person before they commit. For a brand like Burju, where the product is defined by how it performs in motion, that visual proof gap is especially significant.
Static imagery can capture a shoe's design, but it cannot communicate the feel of a flexible sole, the stability of a well-engineered heel, or the confidence of someone dancing in it. That gap between product page and purchase conviction is where video commerce becomes essential.
Burju Shoes operated in a crowded footwear market where standing out on product pages had become increasingly difficult. Photography alone was not enough to communicate what makes a Burju shoe worth buying.
Three problems defined the challenge.
All three problems pointed to the same solution: real customers, wearing real shoes, in shoppable video on the product page.
Burju Shoes implemented Videowise's shoppable video platform on their Shopify store, placing UGC video carousels directly on product detail pages across their catalog.
The strategy centered on authenticity. Instead of relying on brand-produced content, Burju used Videowise to surface UGC from real customers and dancers, embedding it as shoppable video directly on PDPs. Shoppers could watch genuine footage of the shoes being worn in motion, then add to cart without leaving the page.
The result was a product page experience that answered the most critical pre-purchase questions, how the shoe looks, how it moves, and whether real people love it, at the exact moment shoppers needed that reassurance.
By bringing shoppable UGC video into the PDP, Burju closed the gap between social discovery and on-site conversion. The content that was already driving engagement off-site became the engine driving purchases on it.
Results were validated through controlled 50/50 A/B testing on the PDP shoppable UGC video carousel:
Shoppable UGC video delivered measurable lifts across every core commerce metric. For a brand where the product only makes sense once you see it worn, putting authentic customer video at the heart of the product page was not an incremental improvement. It was the missing conversion layer.
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