Kid photos and parent testimonials: +15% RPV, not significant
Test run byClean CommitCRO agency
Commentary byLiftArchiveOur analysis, not theirsAdding customer photos of children wearing the product, paired with named parent testimonials, came with a 15.0% rise in revenue per visitor and an 8.5% rise in conversion rate.
Clean Commit ran this test for an anonymized Shopify store and published it in its A/B test library.
The variant had an 84.4% probability of winning on revenue per visitor, short of significance, so we treat it as inconclusive.
- Revenue per visitor: +15.0%, with an 84.4% probability of beating the original. Not significant.
- Conversion rate: +8.5%, and orders: +8.9%.
- Average order value: +5.7%, and add-to-cart rate: +5.7%.
- Desktop drove most of the lift (+34.9% conversion rate on 1,608 visitors). Mobile conversion rate was flat at -0.8%.
The change
The variant adds customer photos of children and parent testimonials.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The homepage and product pages had no photos of children using the product and no testimonials from parents.
Variant
A new section on the homepage and product pages showed customer photos of children wearing the product, with attributed parent testimonials about safety, protection and value.
Why it likely came out this way
Our reading of the result, not the practitioner's claim.
- Parents buying for children care about safety, and testimonials on that topic speak to the main worry.
- Real photos of children wearing the product help parents picture their own child using it.
- Named testimonials feel more credible than anonymous star ratings.
- On mobile the section may have sat too far down the page to be seen, which could explain the flat result there.
Caveats: The test had 14,909 visitors but was not statistically significant. Most of the gain came from 1,608 desktop visitors, and duration was not shared.
Who ran it
Clean Commit ran this test for a Shopify store (anonymized) and published the results (Clean Commit A/B test library). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Clean Commit →
How to run this test on your store
- Hypothesis
- If we show customer photos of children with parent testimonials about safety, then revenue per visitor will rise because parents get reassurance from other parents.
- Primary metric
- Revenue per visitor
- Guardrails
- Mobile conversion rate
- Page load time
- Who should test it
- Stores selling children's products where safety or protection is a buying concern. Stores whose buyers are not parents, or that have no customer photos, will get less from this.
Questions
Do customer photos help sell children's products?
They can. In this test, photos of children with parent testimonials came with a 15.0% rise in revenue per visitor, though the result was not significant.
Why did mobile not improve?
The source does not say. Mobile conversion rate was flat, even though mobile click-through rate rose 13.1%.
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