CPG

How Hyland’s Boosted Website Conversions by 3.4x with Authentic UGC Video Reviews

Hyland’s, a trusted provider of natural remedies and supplements, has supported the well-being of millions of families for generations. From soothing a baby’s teething pain to easing adult leg cramps, Hyland’s products are made with safe, high-quality ingredients and no artificial additives, ensuring effective, gentle care. The company sought to strengthen its customer engagement and drive conversions by incorporating authentic, user-generated content (UGC) into its digital marketing strategy.

Challenge

Hyland’s needed a solution to source and integrate authentic, relatable product reviews, especially in video format, that would resonate with potential customers and build trust in their offerings. The goal was to embed this content directly into key purchase touch-points on their websites as well as social media, ensuring that users could engage with relevant information at critical stages of their buying journey.

Solution

To address this challenge, Hyland’s partnered with Cohley, a leading content generation platform specializing in connecting brands with influencers, photographers, videographers and vetted customers to produce engaging, authentic reviews. Through Cohley, Hyland’s was able to source high-quality UGC video reviews from real customers who had benefited from Hyland's high quality products.

To further amplify the impact of these videos and make tangible impact for on-site conversion on Hyland's DTC site, Cohley partnered closely with Firework, a leading video commerce platform with powerful analytics capabilities. Firework was able to seamlessly integrate these UGC video reviews across Hyland’s product detail pages, collection pages, and homepage — strategic locations that directly influenced consumer purchase decisions within 5 days.

Annie Chen, Chief Marketing Officer at Hyland’s said “We love partnering with Cohley and Firework, and how the two technologies seamlessly connect UGC review videos to GMV. Working with Cohley and Firework allowed us to optimize our content strategy, gather advanced conversion insights and ensure that we are delivering the best in class experience for our return customers while bringing engaging experience to new visitors”.

Eric, co-founder at Cohley shared some of the insights around what video contents are most helpful in building consumer trust and engagement on brands’ e-commerce websites below. He also commented:

“At Cohley, our focus is on helping amazing brands like Hyland’s unlock the full potential of user-generated content by sourcing authentic video reviews for each product. By integrating these videos into key digital touchpoints through our partnership with Firework, Hyland’s saw a 3.4x increase in conversions, demonstrating the power of UGC in driving both trust and measurable results.”

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Bar chart describing the most helpful video types. In descending order, before/after results, personal/testimonials experiences, informational videos and comparison videos

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A bar char describing the most useful information. In descending order, clear explanation of benefits, visible results, how to take product correctly, ingredients breakdown, user's personal background and price/value info.

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Example of Hyland’s Video Testimonials On Homepage: Visitors are greeted with a dynamic layout optimized for both desktop and mobile users.

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Example of Hyland’s Video Testimonials on Product Detail Pages: The integration extends to individual product pages, where visitors can watch more authentic UGC video reviews sourced by Cohley, leading to smoother transitions from product discovery to purchase.

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Results

“We’re excited about the partnership between Firework and Cohley in delivering real, tangible value to clients like Hyland’s. By combining authentic, user-generated video reviews with seamless integration into key purchase touchpoints such as Product Detail Pages, it’s great to support Hyland’s with their customer experience goals and drive even stronger engagement. The ability to turn authentic content into a core part of the buyer’s journey has proven to significantly boost conversions.”

highlighted by Eva Wang, Chief Growth Officer at Firework

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By combining Cohley’s strong content generation capabilities with Firework’s leading video commerce infrastructure technology, Hyland’s transformed its customer experience on site. Authentic video reviews became a key component of Hyland’s digital presence, leading to a significant increase in engagement and consumer engagement.

As a result, Hyland visitors who engaged with the Firework shoppable video experience on site, we saw a 3.4x higher conversion compared to those who didn’t engage versus the ones that didn't engage with the video content, showcasing the power of combining authenticity with seamless video-based storytelling.

Want to learn more about how Firework and Cohley can help your brand combine authentic content with seamless shoppable video experiences?

Connect with the Cohley team