Product image under membership pricing table: over +100% sales
Test run byConversion FanaticsCRO agency
Commentary byLiftArchiveOur analysis, not theirsAdding a photo of chocolates and candies right below a membership pricing table more than doubled sales conversions.
Conversion Fanatics ran this test for a confectionery store with a monthly treat membership.
The post shares no sample size or test length.
- Sales conversions: up over 100%, as reported by the agency.
- No sample size, duration or confidence level was shared, so the size of the lift is uncertain.
The change
The variant adds a product photo right below the membership pricing table.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The membership sign-up page showed a pricing table with monthly, quarterly and yearly plans and no images of the product.
Variant
An image of some of the chocolates and candies was placed right below the pricing table. Several different images were tried.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Shoppers choosing a plan could finally see what they would receive, which makes a recurring commitment feel more concrete.
- Treats are an emotional purchase, and a photo of the product may have added appeal that a plain table lacks.
- The image sat right where shoppers decide, next to the plans, rather than earlier in the site.
Caveats: No sample size, duration or significance was given, and data is from 2014. The test was on the membership pricing and sign-up step, not a product page.
Who ran it
Conversion Fanatics ran this test for a confectionery store with a monthly treat membership and published the results (Conversion Fanatics blog case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Conversion Fanatics →
How to run this test on your store
- Hypothesis
- If we add an image of the product below our subscription pricing table, then more visitors will sign up because they can see what they will get each month.
- Primary metric
- Sales conversion rate on the pricing page
- Guardrails
- Plan mix (monthly vs yearly)
- Page load time
- Who should test it
- Subscription and membership businesses with a text-only pricing or plan page. It probably won't help if product images already appear on that page.
Questions
Should a subscription pricing page show the product?
It is worth testing. In this case, one product image below the plans more than doubled sales conversions.
Which image should I use?
Show what the customer actually receives. The agency tested several images, so try more than one.
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@DaveDiederen
@CROguy_Conversion Fanatics