USP text under product carousel images: +4.96% orders
Commentary byLiftArchiveOur analysis, not theirsShowing one key feature or USP as a line of text under each product image, from the second carousel image onwards, raised order conversion by 4.96% and add to cart by 13%.
Mintminds ran this test for Dutch lighting retailer Lampenlicht.nl, and it was published as a Convert.com case study.
It came after four earlier tests on where to put product specs all lost.
- Order conversion rate: +4.96%, at 96.1% confidence.
- Add to cart: +13% overall.
- Revenue per visitor: +6.58%, with no confidence figure given.
- Add to cart rose 19% for returning visitors and 15% for smartphone shoppers, both reported as significant.
The change
Variant adds a short feature or USP line under carousel images from the second on.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The original lamp product page had an image carousel, reviews, a description and a technical specs block.
Variant
From the second carousel image on, each image had a short text line with one feature or USP buyers cared about, such as being in stock or fast delivery.
Why it likely won
Our reading of the result, not the practitioner's claim.
- User research showed people like to browse many photos before buying, so the carousel was already where attention went.
- Buyers cared more about simple facts, like whether a bulb is included, than about technical specs. The captions served that need.
- Short USPs like stock and delivery speed answer last-minute doubts right before add to cart.
- Returning and mobile visitors had relied most on specs before the test, so they gained most from seeing key facts in the images.
Caveats: The test ran for 28 days on all visitors, desktop and mobile; sample size was not shared. The variant was only served once the second carousel image came into view, so the lift applies to people who browsed images.
Who ran it
Mintminds ran this test for Lampenlicht.nl and published the results (Convert.com case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Mintminds →
How to run this test on your store
- Hypothesis
- If we show one key feature or USP as text under each product image from the second image on, then more visitors will order because the information they need sits where they are already looking.
- Primary metric
- Order conversion rate
- Guardrails
- Add-to-cart rate
- Revenue per visitor
- Return rate
- Who should test it
- Stores with image-heavy products and lots of specs, such as lighting, furniture or homeware, where buyers flick through photos. It may do little if shoppers rarely swipe past the first image.
Questions
Should I add text to product images?
A short caption with one useful fact can help when people scroll through photos.
In this test it lifted add to cart by 13%.
Which product details matter most to buyers?
Often the ones they can't see in a photo, such as whether a bulb is included, plus stock and delivery. Highly technical specs mattered less here.
Why did moving the specs block not work?
Four earlier tests that moved or expanded specs all lowered add to cart.
Research then showed most buyers didn't value technical specs much.
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