Do fewer product images lift mobile product page conversion?
A bold mobile product page redesign had come out flat, so we tested its changes 1 at a time to find what helped. Showing fewer product images and a smaller headline lifted conversion +18.7% over 11 days.
Won Mobile 11 days Called at 90%
The hypothesis
By backing out a larger redesign 1 piece at a time, starting with fewer product images and a smaller headline, we will find the change that moves shoppers, resulting in a higher conversion rate.
Our previous test on this page tried several bold layouts that moved the buy button up the screen. Moving the button above the fold rarely loses, but the leading layout came out almost flat against the control.
We wanted to know which part of that redesign helped and which part held it back, so we rebuilt it in steps.
What we changed
We cut the image rows and shrank the headline to lift key content.
Each variation built on the variation before it. Var A brought the image gallery down to 1 row. Var B kept that change and used a smaller headline, which pulled the price and product details higher on the screen. Var C added the buy button and price above the fold on top of Var B.
- Image gallery cut to 1 row
- Image gallery cut to 1 row
- Smaller headline
- Price and details sit higher
- All Var B changes
- Buy button and price above the fold
The result
Var B, with fewer images and a smaller headline, lifted conversion +18.7%.
Var B won. With fewer images and a smaller headline, it led the control by +18.7% on mobile conversion after 11 days. The store implemented it and used the same design ideas for the next desktop product page test.
What we took from it
Less to scroll past put the details shoppers need on screen sooner.
On a small screen, a tall image gallery and a large headline pushed the price and details out of view. Var B trimmed both and brought them up without moving the whole page around. Testing the redesign in steps showed that these 2 cuts did the work.