Swipeable image galleries on collection cards: +10.49% conversion
Test run byDave DiederenSyntra Labs
Commentary byLiftArchiveOur analysis, not theirsLetting shoppers swipe through each product's photo gallery on the collection page raised conversion rate by 10.49% and revenue per visitor by 11.60%. Dave Diederen ran this test, and says it has worked well for fashion and beauty brands. Average order value rose slightly, by 1.00%.
- Conversion rate: +10.49% (2.70% to 2.99%). The range shown ran from -1% to +24%, so the result is promising but not certain.
- Revenue per visitor: +11.60% ($1.57 to $1.75), estimated at about $168,635 extra per month.
- Profit per visitor: +11.83% ($1.01 to $1.13), so the lift held after costs.
- Average order value: +1.00% ($57.92 to $58.50), close to flat. Most of the gain came from more orders.
The change
Product cards gain a swipeable photo gallery on the collection page.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Each product card on the collection page showed a single image. To see more photos, shoppers had to open the product page.
Variant
Each product card had a swipeable gallery, so shoppers could browse every product photo without leaving the collection page.
Why it likely won
Our reading of the result, not the practitioner's claim.
- shoppers can judge fit, angles and details from the grid, so they skip the back-and-forth between pages.
- ruling out products faster means people reach the item they want with less effort and less chance of giving up.
- clothing and beauty buyers rely heavily on photos, so more images earlier in the journey help them decide.
Caveats: Sample size and test length were not shared, and the confidence ranges cross zero. The post does not show the store or the gallery design.
Who ran it
Dave Diederen (@DaveDiederen) shared this test on X. The numbers and screenshots are theirs.
View the original post on X
How to run this test on your store
- Hypothesis
- If we let shoppers swipe through product photos on collection cards, then more of them will buy because they can qualify products without opening each page.
- Primary metric
- Revenue per visitor
- Guardrails
- Collection page load time
- Product page click-through rate
- Average order value
- Who should test it
- Fashion, beauty and other visual stores with several good photos per product. It will likely do little if products have one image, or if heavy galleries slow the page on mobile.
Questions
Should collection pages show multiple product images?
In this test it paid off. Swipeable galleries on product cards lifted conversion by 10.49% and revenue per visitor by 11.60%.
Is a hover image enough, or do you need a full gallery?
This test only compared one image with a full swipeable gallery. A single hover image was not tested.
Which stores benefit most from collection page galleries?
Dave Diederen says it has worked well for fashion and beauty brands, where shoppers want to see fit, angles and detail before clicking in.
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