# USP text under product carousel images: +4.96% orders

- Outcome: Won
- Page type: Product page (Ecommerce)
- Elements: Product images & gallery, USP bars & benefit icons
- Test run by: [Mintminds](https://liftarchive.com/practitioners/mintminds/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://www.convert.com/case-studies/optimize-product-carousel-mintminds/
- Page: https://liftarchive.com/test/lampenlicht-usp-text-under-carousel-images/

Showing 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.

## Result

**+4.96% orders**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Add-to-cart rate
- Guardrail: Revenue per visitor
- Guardrail: 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.

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Credit: Mintminds ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/lampenlicht-usp-text-under-carousel-images/).
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.