Test archive / Collection page
Do curated collection preview images lift conversion?
Our DIY kit collection pages pulled each kit's preview image automatically. We tested hand-picked preview images that showed each flower in the kit on its own. Conversion came in 10.0% lower over 22 days, short of our confidence bar.
Not significant Responsive 22 days Not called Reviewed
The hypothesis
By choosing the preview image for each kit on the collection page, we will catch shoppers' attention and keep them browsing longer, resulting in a higher conversion rate.
The collection pages used whatever image each product came with, so some kits led with a photo that did not show them well. We picked new preview images to show clearly what each kit contains.
What we changed
We replaced default collection images with hand-picked ones.
Var A swapped the automatic preview image on each DIY kit for a chosen image that showed the flowers in the kit individually. The layout, prices and products on the page stayed the same.
- Replaced default preview images
- Showed each flower in the kit separately
The result
Conversion came in 10.0% lower over 22 days, short of our bar.
Conversion and revenue per visitor trailed the control from the start, by 10.0% and 20.0%, and mobile and desktop moved the same way. These pages get modest traffic, so neither drop reached our confidence bar. The gap held week after week, so we paused the test after 22 days rather than keep sending visitors to the variation.
What we would do next
Test preview images that show the finished arrangement.
Showing each flower on its own made the quantity in a kit clear, but it did not show what the flowers look like together. That finished look is what a shopper buys a kit to create. A next round would test preview images of the arranged kit, on pages with enough traffic to reach a clear result.