A/B Testing for eCommerce: Get Higher Conversion Rates with Video & UGC

In eCommerce, where competition is cutthroat and customer behaviour shifts faster than a TikTok trend, standing still is a death sentence. The brands that win aren’t the ones with the best ideas, but the ones that constantly test, tweak, and optimise based on data. Enter A/B testing: the most underrated weapon in your digital arsenal.

A/B testing is simple. You show one group of customers version A of your webpage, video, or email, and another group version B. Whichever performs better, wins. In a world where every percentage point in conversion rates matters, this isn’t optional - it’s essential. Brands that consistently A/B test see a 20-25% boost in conversions. If you’re not doing this, you’re leaving revenue on the table.

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Why Video and UGC Matter More Than Ever

Two things move the needle in eCommerce right now: video content and user-generated content (UGC). Why? Because today’s customer wants more than a product shot and a price - they want to see products in action and trust people like them.

- Video: Video is conversion rocket fuel. When consumers watch a product video, they’re 174% more likely to buy. People want to see the product in action, imagine themselves using it, and then click Buy without a second thought.

- UGC: We live in a world where people trust other people more than brands. 79% of consumers say UGC impacts their buying decisions. Why? Because authenticity is the new currency. UGC - whether it’s a real customer photo or a raw review - outperforms slick, overproduced content. Real beats polished.

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Before Sauce’s Hero Product Videos:‍

This video shows the customer’s experience without Sauce’s Hero Product Videos. Without visual storytelling, the experience lacks the opportunity to demo the product, leaving the customer to rely solely on rational decision-making—deprived of the emotional connection that drives desire.
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After Sauce’s Hero Product Videos:

‍This video showcases the customer’s experience with Sauce’s Hero Product Videos. Now, the customer can visually grasp how the product works, sparking their imagination to see its impact in their own life. It’s no longer just a product—it’s a lifestyle upgrade they can envision and want.

Case Study: How Sauce Proved Video’s Power

Here’s some real talk. Sauce ran an A/B test comparing product pages with Hero Product Videos  to those without. The videos showed the product in action, directly engaging the customer. The result? Customers who interacted with the videos bought 54.9% more than those who didn’t.

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This isn’t just about aesthetics. It’s about psychology. People are visual creatures. Show them how your product works in the real world, and they’re far more likely to hit “Add to Cart.” It’s simple, effective, and it works.

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The Authenticity Advantage of UGC

Let’s talk about UGC. Imagine you’re running an A/B test with two versions of a product page - one featuring glossy, professional photos, and the other showcasing UGC: photos and reviews from real customers. Which one do you think wins?

Surprise: in most cases, UGC outperforms the polished stuff by delivering a 28% higher engagement rate. Why? Because we trust people, not brands. Customers feel more confident when they see others - real people - using your product. It’s not about perfection; it’s about authenticity.

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How to Run A/B Tests Like a Pro

Running A/B tests with Sauce is a no-brainer. Here’s how to do it right:

1. Test One Variable at a Time: Pick one thing to test - whether it’s videos, UGC, or a call to action. Test too many things at once, and your data becomes noise.

2. Leverage Sauce’s Shoppable Video Feature: Want to test video? Sauce makes it easy to add shoppable tags right into your videos. Try a product demo versus a customer testimonial and see which drives more conversions.

3. Monitor the Results: Sauce’s analytics let you track everything in real time - conversion rates, engagement, and even Average Order Value (AOV). Look at the data, not your gut.

4. Adjust Based on Data: The data doesn’t lie. If something works, double down. If it flops, pivot and test again.

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Data Doesn’t Lie: Measure, Adjust, Repeat

A/B testing is the antidote to guesswork. It’s not about intuition or creative genius - it’s about cold, hard data. If you’re not testing, you’re guessing. And in eCommerce, guessing is expensive.

The more you test, the more you learn what actually drives conversions. And the more you know, the better you get. It’s a cycle of constant improvement, and the payoff is huge.

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Conclusion: A/B Testing is Mandatory

Here’s the bottom line: in today’s crowded eCommerce market, A/B testing isn’t optional. If you’re serious about increasing conversions, testing video and UGC should be at the core of your strategy. These are the tools that move the needle, and A/B testing is how you figure out what works best for your audience.

Your customers are already telling you what they want - are you paying attention?

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