company

industry
Health, Wellness and Fitness
website
gaiam.com

challenge
Increase online conversions and improve site authenticity
results
2.27x
more likely to purchase after engaging with UGC
6.3%
higher AOV after engaging with UGC
social

Adding Social Proof to Product and Category Pages

Gaiam is known for its innovative products and authenticity in the active lifestyle space. The brand seeks to make yoga, fitness, and wellness accessible to all and has built a community around the intersection of mind, body, and health.

Gaiam's Homepage Gallery, Powered by Pixlee

Gaiam was looking for a platform that could help it to showcase the user-generated content (UGC) that its fans were creating on a daily basis. It wanted to put this content to use: To increase its online conversions and average order value, all while improving the overall authenticity of its site.

“Ultimately, what sold us on Pixlee was the ease of collecting customer photos, the ability to create and syndicate displays of these photos across our marketing channels, and the analytics that allowed us to tie conversions metrics to this content."

Cyd Crouse, COO @ Gaiam Brands

Pixlee + Gaiam has seen that with UGC
2.27x
more likely to purchase after engaging with UGC
6.3%
higher AOV after engaging with UGC

Gaiam partnered with Pixlee to create engaging displays of customer photos for its homepage, product and category pages, and Shoppable Instagram. Pixlee’s certified Demandware integration allowed Gaiam to make its customer photos shoppable across its channels.

Together, Pixlee and Gaiam established an authentic user-driven brand, digital, and retail strategy.

“From the beginning we were impressed with the Pixlee team’s vision and creativity on how we could best use UGC to reinforce our brand story, not just on our platform, but also in our retail partner environments.”

Cyd Crouse, COO @ Gaiam Brands

The Pixlee platform also made it easy for the Gaiam marketing team to tag the correct products in its user-generated content and to create product-specific displays of these photos for its product and category pages.

These displays of UGC on product and category pages served as social proof for their respective products, providing a way for customers to engage with Gaiam products pre-purchase.

Pixlee's Visual Reviews on a Gaiam category page.

Pixlee’s full conversation analytics helped to track and identify Gaiam’s highest performing content and the overall impact of user-generated content on conversion and eCommerce performance.

By placing relevant customer photos on product and category pages, Gaiam saw a direct impact on its online sales. The browsers that engaged with Pixlee content were 2.27x more likely to convert on Gaiam's category and product pages and had a 6.3% higher AOV than the browsers that did not engage with Pixlee content.