Introducing Dynamic Checkout in Refer: Conversion Boosting for Videos

At Refer one of our product principles is to ensure that each feature we implement is focused on a single priority for our user: improved conversion. When we look at the purpose of shoppable videos, we believe that to be a valuable tool for brands we must focus on ensuring that videos, wherever they are featured, are highly effective in getting users to view content and subsequently purchase products.

Understanding and Considering Conversion in Shoppable Video Types

When we set out to allow brands to create shoppable videos, we started with a product layout that best supported videos featuring multiple products. One of our key initial innovations was a timestamped shoppable video. In Refer, your brand can create a shoppable video showcasing your five haircare products that are best used together, for example - with each product focused in the video when it’s being displayed in video content.

However, as we tested videos with brands – we noticed that our layout favored multi-product videos, but we felt that the conversion funnel of purchase for single product videos was cumbersome, with too many click interactions.

Based on this, we implemented a shoppable video innovation we’ve titled Dynamic Checkout. With Dynamic Checkout, shoppable videos on Refer now adapt the checkout funnel based on whether the video being shown to users is either a multi-product video or a single product video.

What this looks like in each example, can be seen here:

In a multi-product video, users can add each product to cart as they are featured, They can navigate between products freely, or scrub through the video.

While in a single product video, users no longer need to manage cart content at all, and are immediately taken from video to checkout, reducing unnecessary purchase funnel interactions significantly, and improving overall conversion.

Conversion Improvement and Video Type Summary

Early tests of Dynamic Checkout on brands using single product videos have shown an 89% improvement in conversion against previous shoppable videos that were made with older layouts that favored multi-product videos.

We see this as an excellent opportunity for brands that tend to showcase single products, while also still having available the multi-product layout for testing both content types in videos to determine which overall content type is favored based on their products, audience and the content in their videos.

To summarize, Refer can now allow your brand to create directly shoppable videos that feature all of the following:

• A single product that users can immediately checkout with
• A single product with variants like color/size that can be selected, and then checked out
• Multiple products that can be added to cart, and then the cart can be purchased
• Multiple products with variants that can be selected, and then checked out
• A combination of multiple products with and without variants

And in each situation, the product will adapt to feature the minimum necessary number of funnel steps in purchasing to keep your conversion as strong as possible.

If you’d like to create shoppable videos based on your store and product catalog, join the Refer waitlist now.