How Obagi Achieved an 8.32% Revenue Per Session Lift with Shoppable Video

About Obagi

Obagi is a globally recognized leader in professional-grade skincare, known for developing science-based products that transform skin health. As a brand that operates at the intersection of clinical excellence and premium retail, Obagi manages a diverse catalog of high-performance serums, cleansers, and targeted treatments.

Because their products are rooted in medical-grade formulations, consumer education is a critical component of their digital storefront. The brand relies on clear, authoritative content to explain product benefits and application techniques, helping shoppers navigate complex skincare routines with confidence.

The Challenge

Prior to partnering with Videowise, Obagi sought a more effective way to bridge the gap between their growing library of social content and the final purchase decision. While the brand maintained a strong social presence and managed significant volumes of user-generated content (UGC), they lacked a streamlined method for embedding these assets directly into the shopping journey.

The primary hurdles included finding a solution that could scale video placement across both the homepage and Product Detail Pages (PDPs) without compromising site performance. The team needed to move beyond static imagery to build deeper trust and provide the visual proof often required for premium skincare investments.

The Solution

Obagi implemented Videowise to transform both their homepage and product pages into interactive, video-centric experiences:

On key PDPs, such as their Professional-C Serum line, the brand deployed shoppable video carousels that let customers view authentic product demonstrations and results without leaving the page.

On the homepage, Obagi tested multiple widget formats to determine the optimal experience by device. A Quick-Shop widget was introduced for mobile visitors, while a standard shoppable carousel was used on desktop, allowing the brand to tailor the browsing experience across touchpoints and surface relevant video content earlier in the shopping journey.

Across both placements, the widgets were natively integrated with Quick-Shop functionality, enabling a frictionless path to purchase directly from video content. This implementation focused on using real customer and brand-led video to validate product efficacy at critical points of the funnel. To ensure the highest impact on commercial outcomes, the brand utilized Videowise's built-in A/B testing suite to measure the direct performance of shoppable widgets against a control group with no video.

The Results

The impact of shoppable video was validated through a rigorous A/B test conducted on Obagi's PDPs. The data confirmed that engaging shoppers with video significantly increased the value of each visit.

Key results from the PDP A/B test include:

• 8.32% Lift in Revenue Per Session (RPS): The primary driver of growth, demonstrating that video viewers were more likely to complete high-value purchases.
• 4.77% Increase in Average Order Value (AOV): Shoppable video encouraged customers to build larger baskets during their sessions.
• 3.31% Conversion Rate Lift: The presence of video carousels successfully reduced friction and improved the overall conversion floor.
• 3.96% Increase in Total Orders: Beyond value-per-order, the total volume of successful transactions grew during the test period.