# Photo reviews shown first on product pages: +3.61% conversion rate

- Outcome: Won
- Page type: Product page (Ecommerce)
- Elements: Reviews & star ratings
- Test run by: [Blend Commerce](https://liftarchive.com/practitioners/blend-commerce/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://blendcommerce.com/blogs/ab-tests-shopify/3-61-increase-in-conversion-rate
- Page: https://liftarchive.com/test/goat-milk-stuff-review-photos/

Featuring 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%.

## Result

**+3.61% conversion rate**

- 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%.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Average order value
- Guardrail: Product page load time
- Guardrail: 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.

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Credit: Blend Commerce ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/goat-milk-stuff-review-photos/).
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.