Talk to a humanThree product pages swapped their model photos for lifestyle images, keeping the flat-lay color shots. The change lowered conversion rate.
Lifestyle Images in Place of Model Shots Cut Conversion Rate 7.2%
Goal
Conversion rate
Result
-7.2% Conversion rate
Category
Product Page (PDP)
Outcome
Loss Prevented
Before
After
If we replace model images with lifestyle images, then shoppers will engage more with product photos and convert at higher rates because lifestyle visuals help them picture real-world use.
What We Changed
- Removed model images from three product galleries.
- Added lifestyle images in their place.
- Kept the flat-lay images that show each color variant.
- Left the gallery layout and behavior unchanged.
The Results
How the new version compared with the original, across all devices.
-7.2%
Conversion rate
-9.0%
Add-to-cart rate
-6.1%
Revenue per visitor
Key Learnings
- Lifestyle shots lowered conversion rate 7.2% and add-to-cart rate 9.0% on the three products tested.
- The original had an 84.9% probability of performing better, but the result didn't reach significance.
- Desktop fell furthest, with add-to-cart rate down 14.6% and conversion rate down 13.3%.
- The test covered only three products and 8,808 visitors over 35 days, so the sample was small.
Detailed results breakdown
Conversion rate
-7.2%
Add-to-cart rate
-9.0%
Revenue per visitor
-6.1%
Orders
-4.9%
Average order value
-1.3%
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