Do larger gallery images lift desktop product page conversion?
The desktop product gallery showed small secondary images. We tested larger secondary images to give shoppers a better look at the flowers. Conversion fell 8.0% and revenue per visitor 12.2% over 13 days.
Lost Desktop 13 days Called at 90%
The hypothesis
By increasing the size of the secondary images on product pages, we will raise shopper confidence, resulting in more sales.
Flowers are a visual purchase, and color and bloom size matter for a wedding. The secondary images in the desktop gallery were small, so shoppers could not see much detail.
We expected bigger images to help shoppers feel sure about what would arrive.
What we changed
We made the secondary images in the desktop gallery larger.
The variation increased the size of the secondary images in the product gallery on desktop. The larger gallery took up more of the page, which pushed the product content below it further down. Everything else stayed the same.
- Secondary images made larger
- Desktop gallery only
The result
Conversion fell 8.0% and revenue per visitor 12.2% over 13 days.
Conversion fell 8.0% and revenue per visitor 12.2%. Every measure we tracked was down at the 13 day review.
We paused the test then rather than wait for more orders, since all signs pointed the same way.
What we took from it
Bigger images pushed down the content shoppers came to read.
Shoppers on this page seemed driven by content: stem counts, details and options. Larger images moved that content lower and made it harder to reach. The follow-up test on mobile aimed at the same problem and tried to save vertical space instead.