# Customer photos and videos on the homepage: +3.3% conversion rate

- Outcome: Flat / inconclusive
- Page type: Homepage (Ecommerce)
- Elements: UGC & product video, Social proof, authority & press
- Test run by: [Clean Commit](https://liftarchive.com/practitioners/clean-commit/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://cleancommit.io/ab-tests/adding-customer-ugc-to-homepage/
- Page: https://liftarchive.com/test/cc-adding-customer-ugc-to-homepage/

Adding a block of customer photos, videos and quotes to the homepage raised conversion rate by 3.3% and revenue per visitor by 2.6%, but those gains were not statistically significant. Clean Commit ran this test for an anonymized Shopify store and published it in its A/B test library. We count it as inconclusive: only the click-through lift was clear.

## Result

**+3.3% conversion rate**

- Click-through rate: +2.1%, with a 99% probability of beating the original. This was the test's main metric.
- Conversion rate: +3.3%, and revenue per visitor: +2.6%. Positive but not significant.
- Add-to-cart rate: +4.0% overall, and bounce rate: -9.5%.
- Devices split: mobile add-to-cart rose 7.9% and mobile bounce fell 13.8%, while desktop add-to-cart fell 7.8%.

## Control

The homepage had no customer content.

## Variant

A block of customer photos, videos and quotes pulled from Reviews.io sat below the shop-by-category carousel. Each item linked to the product it showed.

## Why it likely came out this way (our reading)

- Real customers using the products can make quality claims more believable.
- Each photo linked to a product, which gave visitors another way into the catalog.
- The block likely suited a mobile scroll better than a wide desktop layout, which may explain the device split.

## Caveats

The agency labeled this a positive signal, not a confirmed win; sales gains were not significant. Sample size and duration were not shared, and desktop and mobile moved in opposite directions.

## How to run this test

- Hypothesis: If we show customer photos and videos on the homepage, then more visitors will click through to products because seeing real buyers builds trust in quality.
- Primary metric: Click-through rate from the homepage
- Guardrail: Conversion rate
- Guardrail: Desktop add-to-cart rate
- Guardrail: Revenue per visitor
- Who should test it: Stores with a good supply of customer photos or videos, especially in visual categories like fashion or home. It is less likely to help if your customer content is sparse or low quality.

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Credit: Clean Commit ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/cc-adding-customer-ugc-to-homepage/).
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.