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CASE STUDY
VOLOOM: A 4.7x Conversion Lift From Terrific-Engaged Shoppers
How VOLOOM, the brand behind the first hair volumizing iron, turned owned shoppable video into a measurable revenue lift: shoppers who engaged with its Terrific carousels converted at 4.7 times the non-engaged baseline on its own site.
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RESULTS AT A GLANCE
4.7×
Conversion lift: Terrific-engaged shoppers vs non-engaged, on the brand's own site
9.55%
Conversion rate for Terrific-engaged shoppers (vs a 2.04% non-engaged baseline)
+4.2%
Higher average order value for Terrific-engaged shoppers vs non-engaged
Owned Domain
Measured on voloom.com, audience and first-party data stay on-site
Challenge
The Challenge
Builds trust
with real-time interaction
Improves AOV
through guided selling & recommendations
Goals
The Challenge
VOLOOM created a category. Its volumizing iron is billed as the first hair tool built specifically for lift and fullness rather than straightening or curling, and the brand has earned attention from Oprah, People, Glamour, and Forbes on the strength of a visible, hard-to-describe result.
That result is exactly what a static product page cannot carry. A photograph of an iron looks like any other styling tool, and the before-and-after transformation, the lift at the root, the fullness that lasts, only makes sense in motion. The demonstration video that sells it best usually lives on social platforms, where the audience and the data stay with the platform rather than the brand.
VOLOOM wanted its own pages to show the transformation in video, and to keep the audience and first-party data on channels it owns.
Goals
- Show the before-and-after volume result in video, on the brand's own pages
- Convert well above the brand's own non-engaged baseline on a considered beauty tool
- Lift order value alongside conversion
- Keep views, clicks, and first-party data on owned channels
Solution
The Solution
Alvin Valley runs an ongoing series of seasonal live shopping events on Terrific, anchored on its own store and built around the rhythm of its collections.
1
A Live For Every New Collection
Each seasonal drop becomes a live event rather than a homepage banner. When new arrivals land, the collection is hosted, shown, and shopped live, so the season launches as a destination the community can attend the moment it happens.
2
Founder Led Selling, Online
The live format brings back the direct, personal way Alvin Valley has always sold, showing how each piece fits and moves and speaking to the customer in the brand's own voice, at scale, without a store visit.
3
Real Time Fit And Fabric
Luxury buyers want to see the drape, the leather, and the cut before they commit. The live lets the audience ask about fit and fabric in the moment and see the answer on camera, closing the gap a static product page leaves open.
4
Owned Channels, Owned Data
Every live runs on Alvin Valley's own Terrific store and embeds directly on alvinvalley.com. Every viewer, every cart, and every checkout stays on the brand's domain as first-party data it fully owns, not on a social platform's algorithm.
Worked
Why It Worked
Builds trust
with real-time interaction
Improves AOV
through guided selling & recommendations
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A Measurable Conversion Lift
Shoppers who engaged with the brand's Terrific carousels converted at 4.7 times the non-engaged baseline on the same site (9.55% vs 2.04%).
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Bigger Baskets, Too
Engaged shoppers spent 4.2% more per order, so the video lifted both how many shoppers bought and how much each one spent.
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A Result You Have To See
A category-defining beauty tool sells on its outcome. Video on owned pages shows the lift and fullness a product photo cannot.
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Measured On The Brand's Own Domain
The lift is engaged vs non-engaged shoppers on voloom.com, a like-for-like read on the brand's own traffic, not a borrowed benchmark.
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Owned Audience, Owned Data
Every view and click stays on VOLOOM's channels as first-party data, not on a social platform's algorithm.
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Reach Without Renting It
Always-on carousels turn existing owned traffic into conversion and order value instead of paying to buy it back.
Takeaways
KEY TAKEAWAYS
Grow your audience, customer lifetime value, and total sales
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