3 stories, 3 obstacles removed: the Emma method to boost conversion
Emma Matelas observed +19% conversion by adding a structured video journey directly into its product pages.
This result is based on simple logic: Each story must remove a specific brake on the customer.
In this article, we analyze how these three stories (benefits, reinsurance, unboxing) eliminate buying barriers at the exact moment they appear.
Understanding the product: removing the brakes on complexity
The first story answers the question: “What am I really buying?”
By showing the materials, the composition and the concrete benefits, Emma facilitates the immediate understanding of a product which, by nature, cannot be tested before purchase.
For a mattress, understand = continue.
👉 Impediment raised: the mental effort to grasp the product and its benefits.
Feeling safe: removing the risk brake
The second story compiles all the elements of reinsurance:
- 100 night trial
- Free delivery
- Free return
- 10-year warranty
Presented in Web Story, these arguments become visual, memorable and understandable in 3 seconds.
The customer says to himself: “I don't take risks.”
👉 Brake removed: the fear of making a mistake or regretting the purchase.
Plan easily: remove the logistical hurdle
Unboxing is one of the stories that performs the most on PDPs.
It shows:
- The box
- The opening
- The mattress that unfolds
- The final rendering
For a large purchase, this visual proof reassures about the simplicity of the process.
👉 Brake raised: “Is it going to be complicated at home?”
Conclusion
The strength of the Emma course lies in its structure:
- Understand
- Reassure
- Project
Three stories. Three brakes off.
The result: +19% conversion.
A perfect demonstration of what video commerce brings: show, reassure, prove, project, when the user needs it most.
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