Photo reviews shown first on product pages: +3.61% conversion rate
Test run byBlend CommerceCRO agency
Commentary byLiftArchiveOur analysis, not theirsFeaturing a few reviews with photos ahead of the rest of the reviews raised conversion rate by 3.61% for Goat Milk Stuff.
Blend Commerce ran this A/B test on the soap and skincare brand's product pages.
Average order value rose 3.93% and add-to-cart clicks rose 5.02%.
- Conversion rate: +3.61%. The variant was set live permanently.
- Average order value: +3.93%, and average purchase revenue per user: +7.73%.
- Add-to-cart clicks: +5.02%, so more visitors moved toward buying.
- Engagement also rose: 50% scroll depth +3.62% and average session duration +15.94%.
The change
Selected reviews with customer photos placed ahead of the other reviews.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The product page reviews section listed reviews without any featured photos.
Variant
A row of selected reviews with images appeared first, followed by the rest of the reviews.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Photos catch the eye and pull visitors down into the reviews section.
- Seeing real customers with the product is stronger proof than star ratings and text alone.
- For soap and skincare, photos help shoppers judge size, texture and look before buying.
Caveats: Sample size, test length and confidence level were not shared. Results are reported by the agency that ran the test.
Who ran it
Blend Commerce ran this test for Goat Milk Stuff and published the results (Blend Commerce A/B test). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Blend Commerce →
How to run this test on your store
- Hypothesis
- If we show a few reviews with customer photos before the other reviews, then more visitors will add to cart because the photos draw attention and make the reviews more believable.
- Primary metric
- Conversion rate
- Guardrails
- Average order value
- Product page load time
- Add-to-cart rate
- Who should test it
- Stores that already collect a good number of photo reviews, especially for products where look, size or texture matters. It won't work well if you only have a handful of photos or they are low quality.
Questions
Do photo reviews increase conversions?
In this test, featuring photo reviews first lifted conversion rate by 3.61% and average order value by 3.93%.
Results will depend on how many good photos you have.
Where should photo reviews go on a product page?
Here they sat at the top of the reviews section, before the text-only reviews.
That keeps the strongest proof where visitors start reading.
How do I get more customers to upload review photos?
Most review apps can ask for a photo in the post-purchase review email.
Some stores offer a small reward for photo reviews.
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