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Lift in Conversion
Uplift in AOV
ROI
BelliWelli, a fast-growing food brand co-founded by Katie Wilson, offers indulgent treats that cater to sensitive stomachs. Katie's personal story is central to the brand’s identity. The team sought an authentic way to share this story with potential customers on their website to drive sales.
“My personal story is a huge part of the BelliWelli brand. Our bars are made by and for people who know the daily gut struggle. It felt like that entire element of the brand – our founding story – was a missing puzzle piece from our website.”
BelliWelli aimed to create a direct-to-consumer (DTC) experience that clearly communicated their products were made by and for people with IBS. However, they faced challenges in conveying this message effectively through photos and text alone. The team developed a captivating video showcasing BelliWelli's mission and sense of irreverent fun, but it performed poorly on Facebook and Instagram even with consistent advertising spend.
Realizing that a 2-minute video was insufficient to tell their entire founding story, BelliWelli sought a more creative approach. They attempted to embed the video directly on their website, but it did not result in a seamless user experience. Customers were required to watch the entire video without the ability to scroll away or explore products simultaneously, rendering the approach ineffective.
Thus, BelliWelli needed a solution that could integrate an authentic video seamlessly into the customer's purchasing journey while maintaining their attention throughout the process.
Upon discovering Tolstoy, BelliWelli quickly implemented the platform, and their video went live within a week. This integration allowed them to craft a cohesive, visually appealing, and smooth shopping experience for their DTC visitors. The new brand story video eliminated the need for customers to read lengthy mission statements or navigate the site for more information.
Interactive videos enabled customers to watch BelliWelli's humorous and engaging content while browsing products, leading to increased conversions and invaluable visitor insights.
“The key benefit of Tolstoy is capturing the heart of our brand, which had been missing from our site.”
Significantly, interactive videos provide similar results to user-generated content (UGC), allowing potential customers to connect with the personal touch of videos while exploring BelliWelli products. This combination results in higher conversions, and the team gains more insights about visitors through their interaction with the videos.
“We want people to move easily through our site, look at delicious products, and get excited — by watching and listening to our Tolstoy videos. Those videos resonate the most with our customers. It’s a magical customer experience.”
Lift in Conversion
Uplift in AOV
ROI
After incorporating Tolstoy, the BelliWelli team conducted a series of A/B tests. Within a week, results revealed that Tolstoy videos contributed to a significant increase in conversions across all pages featuring a video, including the homepage and product pages.
Interactive videos not only boosted dwell time, average order value (AOV), and engagement but also encouraged customers to explore other sections of the site, such as FAQs and blog posts. According to Katie, the data showed users' eagerness to learn more about the brand.
In addition to the immediate ROI and results, the use of interactive videos enhanced the likelihood of customers returning to BelliWelli's site. The team receives up to a dozen support messages daily from customers who enjoyed the Tolstoy videos and felt a connection with BelliWelli's mission because of them.
“You need to bring real heart and authenticity to your brand, especially if you’re selling products DTC. Tolstoy’s interactive videos were the perfect solution for what we needed at BelliWelli – and translated to a clear uptick in conversions.”
BelliWelli plans to expand their retail channels in addition to DTC and continue leveraging Tolstoy for interactive content related to new launches and stock expansions. The team is also excited to explore more Tolstoy use cases, such as shoppable video feeds, as they believe short-form videos and algorithmic, scrollable feeds are the future of eCommerce.
“Video content is the future and the rise of apps like Tiktok teaches us that. More importantly, this kind of experience belongs on your site using tools like Tolstoy.”
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