# Customer photos featured on product pages: +1.8% add-to-cart (flat)

- Outcome: Flat / inconclusive
- Page type: Product page (Ecommerce)
- Elements: UGC & product video, Product images & gallery
- 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-photos-featured-on-product-pages/
- Page: https://liftarchive.com/test/cc-customer-photos-featured-on-product-pages/

Giving customer photos a more prominent spot on product pages raised add-to-cart rate by 1.8%, which we treat as inconclusive. Clean Commit ran this test for an anonymized Shopify apparel store and published it in its A/B test library. The variant had a 76.4% probability of beating the original, and mobile barely moved.

## Result

**+1.8% add-to-cart (flat)**

- Add-to-cart rate: +1.8% across all devices, with a 76.4% probability of beating the original. Inconclusive.
- Desktop add-to-cart rate: +7.1%, but only 2,485 desktop visitors saw the test.
- Mobile add-to-cart rate: +0.2%, effectively flat, and mobile was where most visitors browsed.
- Bounce rate: -3.4% and click-through rate: +1.5%, small engagement gains that did not turn into more adds to cart.

## Control

Product pages where customer photos sat in a less prominent spot.

## Variant

Customer-submitted photos, pulled from Reviews.io, were featured more prominently on a handful of product pages that had photos available.

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

- Real photos help shoppers judge fit and look, but this store's main images may already have answered those questions.
- Only a handful of products had customer photos, so the change reached a small part of the catalog.
- On mobile, a prominent photo block may push other key details further down the page.

## Caveats

The test covered only a few products, and the desktop sample was small. Test duration and total visitors were not shared.

## How to run this test

- Hypothesis: If we feature customer photos near the product gallery, then add-to-cart rate will rise because shoppers see how items look on real people.
- Primary metric: Add-to-cart rate on product pages with customer photos
- Guardrail: Conversion rate
- Guardrail: Revenue per visitor
- Guardrail: Mobile add-to-cart rate
- Who should test it: Apparel and lifestyle stores with plenty of good customer photos across many products. If only a few products have photos, expect a small, hard-to-read effect.

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Credit: Clean Commit ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/cc-customer-photos-featured-on-product-pages/).
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.