B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Aging
28%
28% -- add to cart rate increase for e-commerce brand (2024)
A DTC beauty brand increased its add-to-cart rate by 28% by using instrumental music and voiceover only instead of layered audio.
- Case study of a single DTC beauty brand ad test comparing layered audio vs. instrumental music with voiceover only
Attribution:
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Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
28%
Unit
Percentage
Data Vintage
2024
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
50
Citation Chain
60
Independence
30
Methodology
45
Freshness
95
Source
Sagum
Primary
Tier B
https://sagum.com/2026/03/17/the-cognitive-load-problem-destroying-your-video-ads/ ↗
Source Article
The Cognitive Load Problem Destroying Your Video Ads
Every marketer has seen the listicles. “Hook them in 3 seconds.” “Always add captions.” “Use bright colors.” “Test everything.”
But here’s what nobody’s talking about: these “best practices” are creating a crisis of cognitive overload that’s silently destroying your conversion rates.
While everyone …
Original Research
Sagum
· Original study ↗
Methodology
Instrumental music + voiceover only
Methodology documented
Segmentation
IndustryRetail
RoleAll marketers
Channelmulti-channel
Cite this stat
Plain Text
e-commerce brand: 28% add to cart rate increase. Source: Sagum (2024). Via Lighthouse Intelligence -- https://lighthousedata.io/data/cognitive-load-video-ads-sagum-10
HTML Embed
<blockquote cite="https://lighthousedata.io/data/cognitive-load-video-ads-sagum-10" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>28%</strong> -- add to cart rate increase for e-commerce brand<br><small>Source: Sagum (2024) · <a href="https://lighthousedata.io/data/cognitive-load-video-ads-sagum-10" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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