Does a lifestyle main image lift mobile product page conversion?
The mobile product page led with a plain product image. We tested a lifestyle image focused on the product, alone and with trust signals. The lifestyle image alone lifted conversion 65.0% and revenue per visitor 58.1% over 16 days.
Won Mobile 16 days Called at 90%
The hypothesis
By replacing the main product image with a simpler lifestyle image, we will make the product easier to picture in use, resulting in a higher conversion rate.
An earlier test compared the product image with a lifestyle image and pointed toward the lifestyle image, but it ended before we could call it.
This test took the leading lifestyle image and ran it again, alone and with brand logos added, to see whether trust signals added to the gain.
What we changed
We replaced the main mobile product image with a lifestyle image.
Variation A swapped the main product image for a lifestyle image focused on the product. Variation B used the same image and added trust signals in the form of brand logos. The rest of the page stayed the same.
- Main image swapped for a lifestyle image
- Image focused on the product
- Same image as Variation A
- Brand logos added as trust signals
The result
The lifestyle image lifted conversion 65.0% and revenue per visitor 58.1%.
Variation A, the lifestyle image alone, won. Conversion rose 65.0% and revenue per visitor 58.1%. Variation B, with brand logos, also beat the control, with conversion up 45.3% and revenue per visitor up 23.6%, less than half the revenue gain.
We rolled Variation A out to all mobile traffic and kept the test running until the desktop version finished.
What we took from it
A clean lifestyle image sold the product better than a plain shot.
The lifestyle image showed the product in context, which made it easier for shoppers to picture using it. Adding brand logos to the image cut the gain, likely because they cluttered the first thing shoppers saw. On a small screen, the simpler image did more.