# 'Customise' badge and lifestyle photo on cards: -5.0% conversion

- Outcome: Lost
- Page type: Collection page (Ecommerce)
- Elements: Bestseller badges & product labels, Product images & gallery, Product cards & quick add
- 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/customization-badge-and-real-life-images-on-product-cards/
- Page: https://liftarchive.com/test/cc-customization-badge-and-real-life-images-on-product-cards/

Adding a 'Customise' badge and a real-life use photo to cards for customizable products cut conversion rate by 5.0% and revenue per visitor by 6.5%. Clean Commit ran this test for an anonymized Shopify store and published it in its A/B test library. The drop came from mobile, and the size of the loss is uncertain.

## Result

**-5.0% conversion**

- Conversion rate: -5.0%, a negative result. The original had a 54.0% probability of performing better, so the size of the loss is uncertain.
- Revenue per visitor: -6.5%, and orders: -3.0%.
- Mobile conversion rate: -16.3% on 7,406 mobile visitors. Desktop had too few visitors to read.
- Add-to-cart rate: +5.1%, so the cards drew interest that did not turn into orders.

## Control

Standard product cards for customizable products.

## Variant

Cards for customizable products showed a "Customise" badge and a real-life use photo as the main image. Cards for other products stayed the same.

## Why it likely lost (our reading)

- Two things changed at once, the badge and the main photo, so we can't credit the loss to either one.
- A lifestyle photo on a small mobile card can make the product itself harder to see.
- A customization cue may raise effort concerns, adding a step some shoppers did not want.

## Caveats

The badge and the photo changed together, so the result can't be pinned on one element. The test ran 16 days on 8,236 visitors, mostly mobile, and the loss was not significant.

## How to run this test

- Hypothesis: If we label customizable products with a badge on their cards, then conversion rate will rise because shoppers spot personalization options sooner.
- Primary metric: Conversion rate
- Guardrail: Mobile conversion rate
- Guardrail: Revenue per visitor
- Guardrail: Add-to-cart rate
- Who should test it: Stores that sell both standard and customizable products. Test the badge and the photo separately, and watch mobile closely, since that is where this version lost.

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Credit: Clean Commit ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/cc-customization-badge-and-real-life-images-on-product-cards/).
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.