# Product videos moved below add to cart: +4.5% conversion rate

- Outcome: Won
- Page type: Product page (Ecommerce)
- Elements: UGC & product video, Layout, fonts & visual design
- Test run by: [Visually](https://liftarchive.com/practitioners/visually/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://visually.io/public/case-studies/branch
- Page: https://liftarchive.com/test/branch-pdp-video-below-add-to-cart/

Moving 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.

## Result

**+4.5% conversion rate**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Revenue per session
- Guardrail: Page load time on mobile
- Guardrail: 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.

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Credit: Visually ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/branch-pdp-video-below-add-to-cart/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.