# Kid photos and parent testimonials: +15% RPV, not significant

- Outcome: Flat / inconclusive
- Page type: Product page (Ecommerce)
- Elements: UGC & product video, Reviews & star ratings
- 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/enhanced-parent-and-kid-testimonials-boost-trust/
- Page: https://liftarchive.com/test/cc-enhanced-parent-and-kid-testimonials-boost-trust/

Adding 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.

## Result

**+15% RPV, not significant**

- 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%.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Mobile conversion rate
- Guardrail: 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.

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Credit: Clean Commit ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/cc-enhanced-parent-and-kid-testimonials-boost-trust/).
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.