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Removing the mobile image carousel: +19.26% Add to Cart clicks

WinnerProduct page
PP
Test run byPerfect PlantsCompany (in-house test)
Commentary byLiftArchiveOur analysis, not theirs

Removing the image carousel from the mobile product page lifted Add to Cart clicks by 19.26% for Perfect Plants.

Moving the carousel below the Add to Cart button lifted clicks by 8.48%.

Perfect Plants ran the test, published as a VWO case study.

+19.26% Add to Cart clicks
  • No-image version: 5.34% Add to Cart click rate, +19.26% vs control.
  • Carousel-below version: 4.85% click rate, +8.48% vs control.
  • These are clicks on the button, not purchases, so the effect on sales is unknown.

The change

Control (A)
header
title
Image carouselREPLACED
price
Add to cart
description
footer
Variant (B)
header
title
price
Add to cartNEW
description
footer

The winning variant drops the image carousel so Add to Cart sits near the top.

Simplified mockup drawn by LiftArchive from the shared screenshots.

Control

The mobile product page showed the title, then an image carousel, then the Add to Cart button.

Variant

Variant 1 moved the image carousel below the Add to Cart button. Variant 2 removed the image entirely.

Why it likely won

Our reading of the result, not the practitioner's claim.

  • On mobile, a large carousel pushes the Add to Cart button below the fold. Removing it brings the button into view.
  • Shoppers may already have seen the plant on a listing page or ad, so the image adds little on the product page.
  • Fewer clicks may also mean less-informed buyers. That is why the purchase effect matters.

Caveats: The metric is Add to Cart clicks, not completed orders, and removing images may raise returns or cart abandonment. Sample size, duration and confidence were not shared.

Who ran it

Perfect Plants ran this test for Perfect Plants and published the results (VWO case study). The numbers are theirs; the summary and commentary on this page are ours.

Read the original case study on Perfect Plants →

How to run this test on your store

Hypothesis
If we move product images below the Add to Cart button on mobile, then more visitors will add to cart because the button will be visible without scrolling.
Primary metric
Orders per mobile product-page visitor
Guardrails
  • Add to Cart click rate
  • Cart abandonment rate
  • Return rate
Who should test it
Mobile-heavy stores with tall image carousels that push the buy button down. It probably won't work where looks drive the purchase, such as fashion or jewelry.

Questions

Should I remove product images on mobile?

Not on this evidence alone. The test measured Add to Cart clicks, not sales, so check orders and returns before you drop images.

Is it better to put the Add to Cart button above the images?

Moving the carousel below the button lifted clicks by 8.48% here.

That is a safer test than removing images completely.

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