Does an everyday lifestyle image beat a holiday product image?
For the holidays, the mobile product page for a teeth whitening kit showed a gift box image. We tested the everyday lifestyle image that had won earlier. Conversion rose 4.1% and revenue per visitor 3.4% over 12 days.
Not significant Mobile 12 days Not called
The hypothesis
By testing the holiday gift box image against our winning lifestyle image, we will learn which image shoppers respond to in December, resulting in more orders.
Earlier tests showed that the main product image changed conversion on this page. A lifestyle image had already won on mobile.
For the holiday season the page used a gift box image instead. We wanted to know if the seasonal image helped or if the proven lifestyle image still did better.
What we changed
We swapped the holiday gift box image for an everyday lifestyle image.
The control showed the holiday gift box image on the mobile product page. The variation showed the lifestyle image that won an earlier mobile test. The rest of the page stayed the same. Other planned holiday versions of the image did not run.
- Everyday lifestyle image as the main image
- Replaces the holiday gift box image
- Mobile product page only
The result
Conversion rose 4.1% and revenue per visitor 3.4% over 12 days.
The lifestyle image led the gift box image for the whole run. Conversion rose 4.1% and revenue per visitor 3.4%, but the lift did not reach our confidence bar.
The test ran for 12 days because it was part of a short December push. The variation had enough orders behind it that we implemented the lifestyle image anyway.
What we would do next
Keep the proven lifestyle image through the holidays.
The seasonal gift box did not beat the image shoppers already liked. December shoppers on this page tended to know what they wanted, which may explain why the gap stayed small. We would test holiday imagery again with more time before the season starts.