Product videos moved below add to cart: +9.2% conversion rate
Test run byVisuallyTesting and CRO tool
Commentary byLiftArchiveOur analysis, not theirsMoving interactive product videos from the bottom of the product page to just below the add-to-cart button lifted conversion rate by 9.2% and revenue per session by 12.1%.
Visually ran this A/B test for Canopy, a brand that sells humidifiers and other home wellness devices.
The videos stayed the same. Only their position changed.
- Conversion rate: +9.2% against the original layout.
- Revenue per session: +12.1%, so the extra orders were not offset by smaller baskets.
- Sample size and statistical confidence were not shared, so treat the size of the lift as a rough guide.
The change
Videos move from the bottom of the page to just below add to cart.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The interactive videos sat at the bottom of the product page, below the description and the dropdown sections.
Variant
The same videos were moved up to sit just below the add-to-cart button.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Most shoppers never scroll to the bottom of a product page, so moving the videos up meant far more people saw them.
- For a device like a humidifier, seeing it in use answers questions about size, noise and setup that photos can't.
- Putting the video right after the buy button keeps proof close to the moment of decision.
Caveats: Visually published this as its own case study and did not share the sample size, test length or confidence level.
Who ran it
Visually ran this test for Canopy 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 from the bottom of the page to just below the add-to-cart button, then more visitors will buy because more of them will see the product in use before deciding.
- Primary metric
- Conversion rate
- Guardrails
- Revenue per session
- Add-to-cart rate
- Mobile page load time
- Who should test it
- Stores that already have good product or customer videos buried low on the page, especially for products that are easier to understand in motion. If you have no strong video, or your videos are already near the top, this test has little to move.
Questions
Where should product videos go on a product page?
Close to the buy button usually beats the bottom of the page, because many shoppers never scroll that far.
In this test, placing videos just below add to cart lifted conversion rate by 9.2%.
Do product videos slow the page down?
They can. Lazy-load the video or show a thumbnail until it is tapped, and check page speed on mobile as a guardrail when you test.
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