Toddler-sized first product image: +22% purchase rate
Commentary byLiftArchiveOur analysis, not theirsShowing the first product image in a toddler size, instead of a size for an older child, raised listing page clicks by about 8% and the purchase rate on those items by 22%.
Hanna Andersson, the children's clothing brand, ran this test, and it was published as a VWO case study.
Only visitors coming from the toddler section saw the new image.
- Listing page clicks: about +8%.
- Purchase rate on the tested items: +22%.
- Only a handful of toddler items were online at the time, so the test covered a small set of products.
The change
The first image on toddler product cards shows the item in a toddler size.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
On toddler collection listing and product pages, the first image showed the item sized for an older child.
Variant
The first image showed the same item in a toddler size, for visitors arriving from the toddler section.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Parents shopping for a toddler could see how the item would look on their own child.
- The same garment can look very different on an older child, which made the old images feel wrong for the section.
- Matching the image to where the shopper came from made the page feel relevant.
Caveats: Only a few toddler items were online during the test, and no sample size, duration or confidence level was shared. The new image showed only to visitors arriving from the toddler section.
Who ran it
Hanna Andersson ran this test for Hanna Andersson and published the results (VWO case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Hanna Andersson →
How to run this test on your store
- Hypothesis
- If we show the product in the size the shopper is browsing for as the first image, then more shoppers will click and buy because they can see how it will actually look.
- Primary metric
- Purchase rate on the tested products
- Guardrails
- Listing page click-through rate
- Return rate
- Add-to-cart rate
- Who should test it
- Stores selling items that look different by size or fit, such as kids' clothing, plus sizes or petite ranges. It needs new photography, so start with best sellers. Products that look the same in every size will gain little.
Questions
Does the first product image affect sales?
It can. Hanna Andersson saw a 22% higher purchase rate after showing toddler items in toddler sizes.
Is it worth photographing every size?
Start with the sizes that look most different and your best sellers.
Hanna Andersson tested a handful of items before planning to extend it to the full line.
Can I show different images to different shoppers?
Yes. Hanna Andersson showed the toddler image only to visitors arriving from the toddler section.
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