Three how-to GIFs on clip-in ponytail page: +26% conversions
Test run bySplitBaseCRO agency
Commentary byLiftArchiveOur analysis, not theirsShowing three short GIFs of how to put on the clip-in ponytail, instead of relying on the text description, was part of product page work that lifted conversions by 26%.
SplitBase ran these A/B tests for INH Hair.
The 26% is credited to several product page iterations, so this test may not account for all of it.
- Conversions: +26%, credited to product page iterations that include this test.
- Of the formats tried (GIFs, videos and images), the set of three GIFs won.
- Separate numbers for this one test, sample size and confidence were not shared.
The change
Three GIFs showing how to apply the ponytail, instead of text alone.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The clip-in ponytail page explained how to apply the product in the written description. Usability tests showed visitors, especially from Instagram and TikTok, were not reading it.
Variant
A series of three GIFs showing how to put the ponytail on. The team picked this after testing GIFs, videos and still images.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Research showed buyers didn't know how the ponytail worked. Seeing it put on answers that in seconds.
- Social traffic skims. A looping GIF shows the steps without asking anyone to read or press play.
- Showing how easy it is to apply also answers doubts about whether it will look right and stay in.
Caveats: The 26% covers several product page iterations, so it may combine more than one test. No sample size, duration or confidence level was published.
Who ran it
SplitBase ran this test for INH Hair and published the results (SplitBase case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on SplitBase →
How to run this test on your store
- Hypothesis
- If we show how to use the product in a short series of GIFs near the top of the page, then conversions will rise because visitors who skip text will still understand how it works.
- Primary metric
- Conversion rate on the product page
- Guardrails
- Page load time on mobile
- Add-to-cart rate
- Return rate
- Who should test it
- Brands whose product needs a quick demo to make sense, like hair pieces, gadgets or tools, especially with lots of social traffic. If the product is obvious at a glance, how-to media adds weight without much gain.
Questions
Are GIFs better than video on product pages?
In this case, a series of three GIFs beat videos and images.
GIFs play on their own and loop, which suits visitors who skim.
When should a product page show how to use the product?
When research shows shoppers are unsure how it works.
Questions about use are a common reason people leave without buying.
Do GIFs slow down a product page?
They can be heavy. Compress them or use short looping video files, and watch mobile load time while testing.
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