# Three how-to GIFs on clip-in ponytail page: +26% conversions

- Outcome: Won
- Page type: Product page (Ecommerce)
- Elements: Benefit, problem, how-it-works & results sections, Product images & gallery
- Test run by: [SplitBase](https://liftarchive.com/practitioners/splitbase/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://splitbase.com/case-studies/inh-hair
- Page: https://liftarchive.com/test/inh-hair-ponytail-how-to-gifs/

Showing 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.

## Result

**+26% conversions**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Page load time on mobile
- Guardrail: Add-to-cart rate
- Guardrail: 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.

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Credit: SplitBase ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/inh-hair-ponytail-how-to-gifs/).
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.