Does a lifestyle image lift conversion on a holiday product page?
Our holiday product page on mobile led with a standard product image. We tested a lifestyle image in its place during the holiday season. Conversion moved +3.3% over 12 days, short of our confidence bar, and the store kept the new image.
Not significant Mobile 12 days Not called
The hypothesis
By leading the holiday page with a lifestyle image, we will help shoppers picture the product in their lives, resulting in a higher conversion rate.
Earlier tests on this store showed that image choice can move conversion. For the holiday season we tested updated images on the holiday product page to learn what shoppers respond to.
What we changed
We swapped the main product image for a lifestyle image.
The control led the mobile holiday page with a standard product image. Var A replaced it with a lifestyle photo. Copy, price and the button stayed the same.
- Main image swapped for a lifestyle photo
- Copy, price and button unchanged
The result
Conversion moved +3.3% over 12 days, short of our confidence bar.
The lifestyle image led the control by 3.3% on conversion after 12 days, but the gap did not reach our confidence bar. Midway through, results were close to flat, so we let it run another week to see if it would pull ahead. It had enough orders to show a steady direction, so the store kept the lifestyle image for the rest of the season.
What we would do next
Holiday shoppers came ready to buy, so the image mattered less.
Holiday traffic on this page was mostly motivated buyers who already knew what they wanted, which limits how much an image can change. We would retest imagery outside the peak weeks, when shoppers are still comparing options.