# Zoom on product images: +84.7% conversions for a clothing store

- Outcome: Won
- Page type: Product page (Ecommerce)
- Elements: Product images & gallery
- Date shared: 2015-11
- Test run by: [Conversion Fanatics](https://liftarchive.com/practitioners/conversion-fanatics/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://conversionfanatics.com/boost-ecommerce-conversions-with-this-one-trick/
- Page: https://liftarchive.com/test/cf-apparel-product-image-zoom/

Turning on zoom for product images lifted conversions by 84.7% for an online clothing store. Conversion Fanatics ran this test, and shoppers in the variant reached each checkout step more often. The post does not define each metric or share a sample size.

## Result

**+84.7% conversions for a clothing store**

- Conversions: up 84.7%, the headline figure.
- Add to cart: up just 2%. Most of the gain came after the cart, not at the add button.
- Checkout steps: step 1 up 24%, step 2 up 40.7%, step 3 up 58.3%.
- Cart views: up 14%. This differs from the headline figure, and the post does not explain how each metric was defined.

## Control

Product pages showed a series of photos of a model from different angles, with no way to zoom in.

## Variant

The same photos, with zoom turned on. Shoppers picked an image and moved the mouse over it to see detail up close.

## Why it likely won (our reading)

- Clothing buyers care about fabric, stitching and fit, and zoom lets them check details they cannot touch online.
- A closer look may have removed doubt about quality, so shoppers who added to cart were more willing to finish.
- The tiny change in add to cart suggests zoom mainly helped shoppers commit, not browse.

## Caveats

No sample size, duration or confidence level was shared, and the post does not define its metrics, so the headline 84.7% and the 14% cart view figure are hard to reconcile. Data is from 2015.

## How to run this test

- Hypothesis: If we enable zoom on product images, then more shoppers will buy because they can inspect quality and detail before deciding.
- Primary metric: Conversion rate
- Guardrail: Page load time
- Guardrail: Add-to-cart rate
- Guardrail: Return rate
- Who should test it: Stores where detail matters, like apparel, jewelry or furniture, that have high-resolution photos. It probably won't help if your images are low resolution or zoom is already on.

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Credit: Conversion Fanatics ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/cf-apparel-product-image-zoom/).
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.