How Skin Rocks Drives Engagement and a 14% Conversion Lift with Tolstoy’s Shoppable UGC Stories
Product
AI Player
This transformation delivered
+14% Conversion Rate Lift
Compared to the control group, the test group featuring Tolstoy UGC Stories saw a 14% increase in conversion rate, a strong signal that video content enhanced both engagement and purchase intent.
Positive Customer Response
Customers engaged more with PDPs featuring real-world content, indicating that UGC builds both trust and product understanding.
Frictionless Experience
Shoppable video created a smoother, more intuitive buying journey, reducing steps between interest and purchase.
Overview
Skin Rocks, a skincare brand built on expertise, clinical credibility, and the guidance of Caroline Hirons, partnered with Tolstoy to elevate their product pages with interactive, user-generated content (UGC) videos.
With a mission to help people make informed skincare decisions, Skin Rocks integrated Tolstoy Stories to provide authentic product showcases and real-world testimonials.
Within just two weeks of launching UGC videos on PDPs, Skin Rocks saw a 14% increase in conversion rate, a clear indication that customers responded positively to the trust and transparency that video content delivers.
We’re thrilled to be working with Tolstoy. It allows us to showcase UGC and video in an interactive format directly on our PDPs. Our customers appreciate authentic, raw content that shows the product in real-world use. This enhances trust and helps them make more informed purchasing decisions.
Ecommerce Manager @ Skin Rocks
Challenges
Struggled to dynamically integrate social content and UGC in a cohesive, on-brand way
Existing solutions lacked flexibility and customization
Needed a seamless way to incorporate videos without disrupting the site experience
Sought to reduce friction in the purchase journey and increase conversion
Skin Rocks wanted to bring the authenticity of their community-driven content into their e-commerce experience but lacked the tools to do so effectively. Their goal was to create a smoother, more informative customer journey, using content that resonates with skincare buyers: real users, real results, and transparent showcases of how products work.
Solution
Integrated Tolstoy Stories across product detail pages on their Shopify site
Showcased UGC formats such as product demos and testimonials
Enabled in-video shopping to streamline the path to purchase
Conducted a two-week A/B test starting June 4 to evaluate impact
Tolstoy offered a sleek, customizable solution that aligned with Skin Rocks’ brand aesthetic while enabling shoppable, high-performing video content. Implementation was seamless, and the interactive UGC blocks allowed customers to explore products in a familiar, engaging format, similar to the content they already trust on social platforms.
With Tolstoy, we now have a sleek, customizable solution that’s easy to use and aligns well with our brand. The ability to enable shopping directly within the video creates a smooth user experience, reduces friction, and contributes to higher conversion rates.
– Ecommerce Manager @ Skin Rocks
Results
+14% Conversion Rate Lift
Compared to the control group, the test group featuring Tolstoy UGC Stories saw a 14% increase in conversion rate, a strong signal that video content enhanced both engagement and purchase intent.
Positive Customer Response
Customers engaged more with PDPs featuring real-world content, indicating that UGC builds both trust and product understanding.
Frictionless Experience
Shoppable video created a smoother, more intuitive buying journey, reducing steps between interest and purchase.
The Future
Looking ahead, Skin Rocks plans to scale their video commerce efforts by continuously optimizing widget placements and content formats through iterative A/B testing. The team also aims to develop content blocks tailored to specific customer segments and skincare concerns, ensuring users always see the most relevant information at the right moment.
As Skin Rocks continues to expand its expert-led skincare platform, Tolstoy will remain a key partner in delivering trusted, impactful video experiences throughout the customer journey.
Our goal is to ensure the most relevant content is displayed in the most effective placements, ultimately driving stronger engagement and conversion.
Ecommerce Manager @ Skin Rocks
