𝗧𝘄𝗼 𝗽𝗿𝗼𝗱𝘂𝗰𝘁𝘀 𝗶𝗺𝗮𝗴𝗲𝘀 = 𝟳.𝟴% 𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗶𝗼𝗻 𝗿𝗮𝘁𝗲

Every heatmap I’ve looked at shows a click focus on the product image. It stands to reason; our lizard brains are turned on initially by images and then need the product copy to sell it to our rational brains.

I was working with a clothing retailer and we wanted to be able to quantify the value of product images. Currently (pre our robot 🤖 overlords making easy AI product images) it’s expensive to create product images. You need a studio and a model and a team and lights. It can be hard to quantify the expense vs the value.

My test was simple:
For products with 5 or more images I removed 2 images.
The result:
A 7.8% decrease in conversion

This obviously made the studio overjoyed, but also points to the value of multiple product images.
Iterations on this test included:
– additional product images (see link in the comments for my recommendations of additional product images)
– video
– size and prominence of product images
– the order of product images
A fairly mundane test can answer big business questions and unearth an insight that drives a lot of follow up testing.