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CASE STUDY
LEGO: A 7.05% Conversion Rate From Live Shopping on Its Own Store
LEGO's official online store put the video where the buying happens. A live session on its own domain converted at 7.05%, close to three times the 2 to 3% typical of ecommerce, and 94% of the shoppers who built a cart went on to checkout.
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RESULTS AT A GLANCE
7.05%
Sales conversion on the flagship live session (buyers ÷ viewers)
~3×
Live conversion against the 2 to 3% typical of ecommerce
94%
Of live shoppers who built a cart went on to checkout
Always On
A shoppable carousel on the store between events, seen on about half of all loads
Challenge
The Challenge
Builds trust
with real-time interaction
Improves AOV
through guided selling & recommendations
Goals
The Challenge
The official LEGO online store has to serve a parent buying a first set for a toddler, a nine year old who knows exactly which NINJAGO pack they want, and an adult collector weighing a Star Wars Venator against a Botanicals build. One storefront, from pocket money buys to collector pieces.
A product grid sells that badly. A thumbnail and a piece count cannot show a set assembled, how it plays, or why the build is worth the afternoon. The video that answers those questions mostly lives on social platforms that keep the audience and the data. The store team wanted it on their own site instead.
Goals
- Show sets in use rather than on a white background
- Create live moments the community turns up for, hosted on the brand's own store
- Lift conversion above what a static catalog page delivers
- Keep viewers, carts, checkouts and the first-party data on the brand's own dom
Solution
The Solution
The store runs two layers of Terrific side by side, both on its own domain.
1
An Always-On Shoppable Carousel
A shoppable video carousel sits permanently in the storefront, so the catalog has a moving layer every day rather than only on event days. It is seen on roughly half of all loads and turns browsing into product clicks and carts.
2
Live Shopping On The Store's Own Domain
The flagship session broadcast for more than two and a half hours of hosted selling. Viewers joined, watched, added to cart and checked out without leaving the brand's site.
3
Guided Selling Across The Whole Range
One session moved from a NINJAGO pack to a Botanicals set to a collector car. A host can carry an audience across age brackets and price tiers in a way no category page can, and the best sellers in the session spanned exactly that spread.
Worked
Why It Worked
Builds trust
with real-time interaction
Improves AOV
through guided selling & recommendations
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Conversion That Outruns The Catalog
The live converted at 7.05% of everyone who joined, close to three times the 2 to 3% typical of ecommerce.
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Video Answers What A Grid Cannot
Showing a set assembled, in hand and in play answers the question the shopper is actually asking, at the moment they ask it.
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Carts That Actually Close
94% of live shoppers who built a cart went on to checkout. Live selling closes the gap between wanting a set and buying it.
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Selling To People Who Were Not Shopping Yet
The always-on carousel is visible on about half of all loads, draws a click rate above 3%, and sends 15.8% of its viewers through to a product.
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They Stayed, And They Came Back To The Cart
Nearly two thirds of everyone who joined the live became an active viewer, and the live program ran at a 19.66% engagement rate.
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Owned Audience, Owned Data
Every viewer, cart and checkout happens on the brand's own store, so the first-party data belongs to the retailer, not to a platform's ad product.
Takeaways
KEY TAKEAWAYS
Grow your audience, customer lifetime value, and total sales
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