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

- Outcome: Won
- Page type: Product page (Ecommerce)
- Elements: Product images & gallery, Layout, fonts & visual design
- Test run by: [Perfect Plants](https://liftarchive.com/practitioners/perfect-plants/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/perfect-plants/
- Page: https://liftarchive.com/test/perfect-plants-mobile-pdp-remove-image-carousel/

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.

## Result

**+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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Add to Cart click rate
- Guardrail: Cart abandonment rate
- Guardrail: 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.

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Credit: Perfect Plants ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/perfect-plants-mobile-pdp-remove-image-carousel/).
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.