# Second product image moved to the lead slot: +8.4% revenue/visitor

- Outcome: Won
- Page type: Product page (Ecommerce)
- Elements: Product images & gallery
- Test run by: [Elevate_ab](https://liftarchive.com/practitioners/elevate-ab/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://www.elevateab.com/case-studies/cornish-company
- Page: https://liftarchive.com/test/cornish-company-second-image-first/

Making the second product photo the main image on the Pasty & Cream Tea Hamper page lifted revenue per visitor from GBP 3.32 to GBP 3.60 (+8.4%). The Cornish Company, a food hamper brand, ran the test with the Elevate A/B Testing app. It was published as an Elevate A/B success story.

## Result

**+8.4% revenue/visitor**

- Revenue per visitor: GBP 3.32 vs GBP 3.60, as reported, about 8.4% higher.
- Conversion rate: 11.66% vs 12.61%, with 580 orders vs 617.
- Add-to-cart rate: 18.2% vs 18.9%, a small rise.
- Total revenue divided by visitors gives about GBP 3.50 for the variant, so the true revenue lift may be nearer 5%.

## Control

The hamper page used its original first photo as the main product image.

## Variant

The second photo in the gallery was moved into the main image slot. Nothing else changed.

## Why it likely won (our reading)

- The first image does most of the selling. The second photo may have shown the hamper's contents more clearly.
- A gift hamper is bought on how full and appealing it looks, so a better first view matters.
- The change was tiny, so a clear gain suggests image choice is worth testing on other products.

## Caveats

The test ran for about 10 days with 9,913 visitors, and no significance level was shared. Some reported figures don't fully match the totals, and the GBP 2,800 monthly gain is the vendor's projection.

## How to run this test

- Hypothesis: If we use a different existing photo as the main product image, then revenue per visitor will rise, because the first view will show the product more appealingly.
- Primary metric: Revenue per visitor
- Guardrail: Add-to-cart rate
- Guardrail: Conversion rate
- Guardrail: Average order value
- Who should test it: Any store with several good product photos and a best-seller with steady traffic. It costs nothing to test. It won't help much if all your photos look alike.

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Credit: Elevate_ab ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/cornish-company-second-image-first/).
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.