Product videos moved below add to cart: +4.5% conversion rate
Test run byVisuallyTesting and CRO tool
Commentary byLiftArchiveOur analysis, not theirsMoving interactive product videos from far down the page to just below the add-to-cart button lifted conversion rate by 4.5% and revenue per session by 9.4%.
Visually ran this test for Branch Furniture, an office furniture brand, and published it as a Visually case study.
- Conversion rate: +4.5%.
- Revenue per session: +9.4%, about twice the conversion lift, which hints at larger orders too.
- No sample size or duration was shared.
The change
The product videos move from far down the page to just below add to cart.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Interactive product videos sat far down the product page, where many shoppers never scrolled.
Variant
The same videos moved to sit directly below the add-to-cart button.
Why it likely won
Our reading of the result, not the practitioner's claim.
- More shoppers see the videos when they sit near the top of the page, close to the buying decision.
- Video shows how furniture looks and works in a way photos can't, which helps with a big purchase.
- Putting proof next to the button answers questions just before people decide to add to cart.
Caveats: This is vendor marketing, and sample size and significance were not shared.
Who ran it
Visually ran this test for Branch Furniture and published the results (Visually case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Visually →
How to run this test on your store
- Hypothesis
- If we move product videos to just below the add-to-cart button, then more shoppers will buy because they see the product in use right at the decision point.
- Primary metric
- Product page conversion rate
- Guardrails
- Revenue per session
- Page load time on mobile
- Add-to-cart rate
- Who should test it
- Stores with good product videos for items that are hard to judge from photos. It probably won't help if your videos are weak, or if they slow the page down a lot.
Questions
Where should product videos go on a product page?
Close to the buy button tends to get more views.
Here, moving videos just below add to cart lifted conversion rate by 4.5%.
Do videos slow down product pages?
They can. Lazy-load the video and check mobile load time as a guardrail.
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