# Toddler-sized first product image: +22% purchase rate

- Outcome: Won
- Page type: Collection page (Ecommerce)
- Elements: Product images & gallery
- Test run by: [Hanna Andersson](https://liftarchive.com/practitioners/hanna-andersson/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/hanna-andersson-higher-lifetime-value/
- Page: https://liftarchive.com/test/hanna-andersson-toddler-sized-default-image/

Showing 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.

## Result

**+22% purchase rate**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Listing page click-through rate
- Guardrail: Return rate
- Guardrail: 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.

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Credit: Hanna Andersson ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/hanna-andersson-toddler-sized-default-image/).
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.