Ecommerce A/B testing: Larger product images increase sales by 9%
Today’s study is very useful for eCommerce companies. It shows why using larger product images on your category or product pages might be better than providing product information.
Conversion rate optimization agency Optimics used Visual Website Optimizer to run an A/B test on the site of their client MALL.CZ. The company is the Czech Republic’s second largest ecommerce retailer that sells a large variety of products which includes Small Household Appliances, Electronics, Computer and Peripherals, Mobile Phones, Toys and lots more. Among many other tests, Optimics wanted to see if larger product images had any impact on sales and revenue. The primary goal was to increase sales.
Optimics created two variations; the first had slightly larger product images and the second had larger images with description show up on mouseover.
Variation 2 with the large images and product description viewable on mouse over was the winner. It resulted in a straight 9.46% increase in sales (96% chance to beat original) with exactly zero Czech korunas spent on advertising.
Marek Cais from Optimics told us that larger product images seemed to work better regardless of product type. While “an image speaks a thousand words” is a well-known adage, it obviously works for ecommerce too. Drawing comparisons with shopper behavior in brick-and-mortar stores, you’ll see that customers walk in, look at a variety of products then settle on one or two and spend some time looking at them closely. If the product is something like a pair of shoes, they’ll even try them on and then walk in front of the mirror.
In all cases, they’re looking at the product as they make the journey from interest, desire and finally action. Nicely shot product images essentially mimic this pattern, allowing website viewers to have a good look at the object of their interest before buying.
Other useful articles on product images
- How to take gorgeous product photos – Practical Ecommerce
- Improve Your E-Commerce Design With Brilliant Product Photos – Smashing Magazine
- Product Images Best Practices: Part 1, Part 2 and Part 3 – Complete Usability
- 5 Tips for Improving Product Photos & Video on Your Ecommerce Site – Mashable
Update: There was an error where Control and Variation 2 had been interchanged. It has now been corrected.