How Novel Helped Lineage Provisions Increase RPV by 41.4%

Let's face it: you've probably invested serious time and budget into creating video content for social media. Founder stories, creator collaborations, behind-the-scenes footage that connects with your audience. But here's the thing most brands overlook: this content sits unused while customers make purchase decisions on your product pages.

Lineage Provisions had built a video library across their social channels featuring founder narratives about craft meat production and creator-generated content showcasing real usage scenarios. Their social strategy was performing well, but their product pages remained static. When they discovered Novel's video integration platform, they wanted to test whether their social video content would translate into measurable ecommerce results.

The data from their test tells an interesting story.

The challenge: Content in the wrong place

Here's what Lineage Provisions was dealing with. They'd developed this comprehensive video content strategy featuring founder videos that connected with customers who valued craftsmanship and user-generated content that demonstrated genuine product enthusiasm. The content was engaging and performed well on social platforms.

The problem? None of this content was present on their product detail pages where purchase decisions actually get made.

Their website and marketing team had seen video implementations on other ecommerce sites and recognized the potential. They wanted to test three specific metrics: conversion rate, time on site, and revenue per visitor. They needed a solution that was quick to implement, simple to manage, and affordable to test. Since they'd never used a video solution before, they wanted to make a data-driven decision quickly.

The approach: Testing with proper measurement

Novel's platform met Lineage Provisions' requirements for easy implementation. After installation, Novel's team provided a 30-minute consultation call with placement recommendations based on their experience with other brands.

The placement strategy:

• Stories block below the product name, at the top of the page
• Carousel section lower on the page to showcase additional content
• Focus on their best-performing social videos

Using Shoplift's A/B testing platform, Lineage Provisions set up a controlled experiment on their Classic Meat Sticks product page, one of their highest-traffic products. The control remained their standard product page, while the variant featured Novel's video blocks with their social content.

Test parameters:

• Duration: One full week
• Traffic: All site visitors
• Pages: Classic Meat Sticks + Air-Dried Steak for validation
• Tracking: Multiple data points across visitor segments and traffic sources

This approach allowed them to measure actual performance impact before making any broader implementation decisions.

The results: Data tells the story

After a week of testing, the results showed clear differences between the control and variant pages.

Classic Meat Sticks Product Page:

• Revenue Per Visitor: +41.4%
• Average Order Value: +19.2%
• Conversion Rate: +18.6%

However, the results weren't uniform across all products. When they tested the approach on their Air-Dried Steak product page:

Air-Dried Steak Product Page:

• Average Order Value: +11.3%
• Revenue Per Visitor: +6.4% (not statistically significant)
• Conversion Rate: -4.4% (not statistically significant)

The Classic Meat Sticks page showed strong performance improvements across all metrics, while the Air-Dried Steak page showed mixed results with some metrics not reaching statistical significance. This suggests that video content performance depends on content-product alignment rather than being universally effective.

So what was their key takeaway? Video content can drive meaningful results, but content-product fit matters. This is exactly why testing individual implementations beats assuming universal success.

What's next: Implementation based on results

Based on the test data, Lineage Provisions decided to implement video content on product pages where they have sufficient video content, typically 3-5 videos per product. They're taking a measured approach, expanding to products where the content aligns well with customer needs rather than implementing across their entire catalog immediately.

Testing video content on your own store

Video content can impact product page performance, but results vary based on content-product alignment and implementation. Lineage Provisions' experience shows the value of testing video implementations rather than assuming they'll work universally.

The 41.4% revenue improvement on their Classic Meat Sticks page demonstrates what's possible when content resonates with the specific audience and product context. However, the mixed results on their Air-Dried Steak page show that testing individual implementations is essential.

Here's what their test demonstrates:

• Test before you implement. Different products may respond differently to video content, making testing essential for understanding actual impact.
• Content alignment matters. Video performance depends on how well the content addresses specific customer concerns for each product.
• Measurement drives decisions. Proper A/B testing provides the data needed to make informed choices about broader implementation.

If Lineage Provisions can achieve 41.4% RPV growth simply by bringing their existing video content to the right product pages, imagine what strategic testing could accomplish for your store. Want to see if your social video content can drive similar results? Exclusively for Novel customers, you can get a 30-day free trial of both Shoplift and Novel to get you started with zero risk.