# Customer photo and video carousel on homepage: +6.1% conversion, mixed

- 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/customer-content-carousel-added-to-the-homepage/
- Page: https://liftarchive.com/test/cc-customer-content-carousel-added-to-the-homepage/

Adding a carousel of curated customer photos, videos and social posts to the homepage raised conversion rate by 6.1%, but revenue per visitor fell 10.3%. Clean Commit ran this test for an anonymized Shopify store and published it in its A/B test library. The result is inconclusive: the sample was small and the two main metrics moved in opposite directions.

## Result

**+6.1% conversion, mixed**

- Conversion rate: +6.1%, with a 69% probability of beating the original, far from significant.
- Revenue per visitor: -10.3%, a negative result, and -19.2% on mobile.
- Average order value: -14.7%, a negative result.
- Add-to-cart rate: +3.8%, and bounce rate -10.5% (-17.8% on mobile).

## Control

The homepage with no customer content.

## Variant

A carousel of curated customer lifestyle photos, videos and social media screenshots, swipeable on mobile and click-to-scroll on desktop.

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

- Real customers using the product can build trust and keep visitors on the page.
- The featured content may have pointed shoppers to cheaper items, which would fit the lower order value.
- With 2,834 visitors, moves of this size can easily be chance.

## Caveats

Small sample: 2,834 visitors over 23 days, with no metric near significance. Conversion and revenue moved in opposite directions.

## How to run this test

- Hypothesis: If we show curated customer photos and videos on the homepage, then conversion rate will rise because real-life context builds trust and helps shoppers picture using the product.
- Primary metric: Revenue per visitor
- Guardrail: Average order value
- Guardrail: Conversion rate
- Guardrail: Mobile page speed
- Who should test it: Brands with a good supply of customer photos and videos and enough homepage traffic for a clear read. If you have few visitors, expect a noisy result like this one.

---

Credit: Clean Commit ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/cc-customer-content-carousel-added-to-the-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.