Talk to a humanProduct pages gave real customer photos a more prominent spot, so shoppers could see how items look in real life. See how it changed add-to-cart rate on mobile and desktop.
Customer Photos on Product Pages Make No Clear Difference to Add-to-Cart Rate
Goal
Add-to-cart rate
Result
+1.8% Add-to-cart rate
Category
Product Page (PDP)
Outcome
Inconclusive
Before
After
If we show real photos of customers wearing the products on product pages, then add-to-cart rate will increase because real-life images build trust and a sense of urgency to buy.
What We Changed
- Featured customer-submitted photos more prominently on product pages.
- Pulled the photos from Reviews.io, within the limits of what that reviews system supports.
- Limited the test to a handful of products with customer photos available.
The Results
How the new version compared with the original, across all devices.
+1.8%
Add-to-cart rate
+1.5%
Click-through rate
-3.4%
Bounce rate
Key Learnings
- Add-to-cart rate rose just 1.8%, with a 76.4% probability that the variant beats the original: no clear difference.
- Desktop moved more, with add-to-cart rate up 7.1% on desktop, but only 2,485 desktop visitors saw the test.
- On mobile, where most visitors browsed, add-to-cart rate moved only 0.2%.
- Bounce rate fell 3.4%, so shoppers stayed a little longer, but that engagement didn't turn into more adds to cart.
Detailed results breakdown
Add-to-cart rate
+1.8%
Click-through rate
+1.5%
Bounce rate
-3.4%
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Other experiments we've run
Product Page (PDP)
Loss Prevented
Redesigned Product Pages With New Copy Cut Conversion Rate 20.7%
Four product pages got a refined layout, stronger trust signals and rewritten copy. Conversion rate fell, and testing showed the cost.
-20.7% Conversion rate
Cart
Inconclusive
Trust Icons at Checkout Make No Clear Difference to Conversion Rate
Checkout got three icons covering a conservation pledge, easy returns and durable build. Across 213,715 visitors, here's what changed.
+0.9% Conversion rate
Search & Navigation
Inconclusive
Restored Mobile Navigation Shows Mixed Results on Conversion and Revenue
The mobile menu went back to an earlier layout with better access to categories and fewer distractions. See what changed across 8,086 mobile visitors.
+5.4% Conversion rate