Optimics Tested Product Images For Mall.cz And Increased Revenue By 9%
VWO and Mall.cz
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 2 variations—the first had slightly larger product images and the second had larger images with description showing up on mouseover.
Control – Original size of product images along with text description
Variation 1 – Large product images with text
Variation 2 – Large product images with text description viewable on mouse over
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 revenue (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, settle on one or two, and then 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 are 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.