Video on the Product Page Lifts Jonak Conversion by 20%.

+20%

Conversion rate on product pages with video versus without

2am

A bug during a sale launch, resolved the same night

58 years

Of Jonak, now with video at the centre of its storefront

Jonak had a video player that worked and a provider that never called. Switching to Dailymotion Pro gave the 58-year-old French footwear house a player that matched its brand, a team that answered at two in the morning, and a 20% lift in conversion on every product page carrying video.

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Lisa Nakam, Managing Director of Jonak, on choosing a video partner rather than a video vendor.

“We were left rather much to our own devices. There was no follow-up, so we could not make progress.”

Lisa Nakam, Managing Director, Jonak

The challenge

A working player and nobody to call

Jonak is a family business, founded by Lisa Nakam’s grandfather and now 58 years old, selling women’s footwear in a market where the product has to be seen to be sold. Video was taking an increasingly central place in the business, particularly on digital.

The previous solution technically functioned. What it did not come with was anybody to talk to. In Lisa Nakam’s words, they were left rather much to their own devices, with no follow-up and nobody advising them on how to get more out of the player they were paying for. A tool that works but never improves is a ceiling, and Jonak had reached it.

The strategy

A player that disappears into the brand, and a team that picks up

Dailymotion Pro was chosen on four counts, and only one of them was the product itself. The first was responsiveness, demonstrated before any contract existed. During the tender, Dailymotion helped Jonak define what it actually needed rather than simply answering the brief as written. The second was reliability, which for an e-commerce storefront is non-negotiable. The third was brand fit: the player had to blend into Jonak’s own visual identity, and as Lisa Nakam observes, not every player handles that the same way. The fourth was commercial, with the best-positioned offer on the market while still being strongest on quality, and a contract that fixes a volume but lets Jonak vary when it uses it. Then there is the part that cannot be specified in a tender. A bug appeared during a sale launch, the single worst moment it could have happened. It was picked up and resolved at two in the morning by the support team in Australia and New Zealand.

1
Advice before the contract
2
A player that matches the brand
3
Reliability on the storefront
4
Best commercial position

5
Flexible volume
6
Support that follows the sun

“We did not expect that kind of responsiveness. There was a bug right at the launch of our sale, and it was handled at two in the morning by the team in Australia and New Zealand.”

Lisa Nakam, Managing Director, Jonak

The results

Ahead of market benchmarks on every measure that mattered

Jonak measured it themselves. Product pages carrying video convert 20% better than product pages without. For a footwear retailer that is a straightforward commercial argument: video on the page is not a brand exercise, it is a merchandising decision with a number attached. The player earns its place on every product it appears on. The less quantifiable half is the working relationship. What Jonak was missing was never really technology, it was a partner who would keep showing up after the contract was signed rather than treating the deployment as finished.

+20%

Conversion rate on product pages with video versus without

2am

A bug during a sale launch, resolved the same night

58 years

Of Jonak, now with video at the centre of its storefront

missing

Why this matters for retail and e-commerce

Jonak’s story is a useful corrective for anyone treating a video player as a commodity purchase.

Video is a conversion lever, not decoration

A 20% conversion difference between pages with and without video makes the business case on its own.

The player has to look like you

A video experience that clashes with the brand undermines the product it is supposed to sell.

Support is part of the product

A tool that works but comes with nobody to call is a tool you will never improve.

Key Takeaways

Measure pages with and against without
The cleanest way to value video is to compare converting pages that have it to those that do not.
Buy the team, not just the tool
The tender should test responsiveness, because that is what you live with afterwards

Insist the player match the brand
Especially in fashion, where the visual experience is the product.
Judge partners at the worst moment
A bug at two in the morning during a sale tells you more than any demo.