# Product page carousel, zoom and reviews moved up: +16% orders

- Outcome: Won
- Page type: Product page (Ecommerce)
- Elements: Product images & gallery, Reviews & star ratings, Variant, size & option selectors
- Date shared: 2017-09
- Test run by: [Conversion Fanatics](https://liftarchive.com/practitioners/conversion-fanatics/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://conversionfanatics.com/make-changes-product-detail-pages-increase-checkouts/
- Page: https://liftarchive.com/test/cf-pdp-carousel-zoom-short-copy-reviews/

A bundle of product page changes, led by an image carousel with zoom, lifted orders by 16% and revenue by 17%. Conversion Fanatics ran this test for an anonymized ecommerce store. Several changes shipped together, so the result belongs to the whole package rather than any single element.

## Result

**+16% orders**

- Orders: +16%.
- Revenue: +17%, in line with the order gain.
- Visits to the checkout page rose 15% and visits to the cart page rose 10%, so more shoppers moved forward at each step.
- No sample size, duration or confidence level was shared.

## Control

The original product page was cluttered and used an awkward dual-scroll layout. That made it hard to take in the product details.

## Variant

Images moved into a carousel with zoom, the description got shorter, and size and quantity options were made more prominent. The reviews section was moved higher on the page.

## Why it likely won (our reading)

- A carousel with zoom lets shoppers inspect the product closely, which stands in for handling it in a shop.
- Shorter copy and clearer size and quantity options make the path to adding to cart quicker.
- Reviews placed higher give reassurance before the shopper decides, not after.
- Removing the dual-scroll layout likely cut confusion, especially on mobile.

## Caveats

Five changes shipped together, so no single change can take the credit. The agency said it planned to test them one by one afterwards. No sample size or duration was shared.

## How to run this test

- Hypothesis: If we simplify the product page with a zoomable image carousel, shorter copy, clearer size options and reviews higher up, then more shoppers will order because the page is easier to take in.
- Primary metric: Orders per visitor
- Guardrail: Revenue per visitor
- Guardrail: Add-to-cart rate
- Guardrail: Return rate
- Who should test it: Stores whose product pages feel cluttered or have odd scrolling or layout issues. If your page is already clean, test the changes one at a time to learn which one matters.

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Credit: Conversion Fanatics ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/cf-pdp-carousel-zoom-short-copy-reviews/).
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.