Thumbnail strip instead of gallery dots on mobile: +15.10% RPV
Test run byDave DiederenSyntra Labs
Commentary byLiftArchiveOur analysis, not theirsReplacing the dots under the mobile product image with a scrollable strip of thumbnails raised revenue per visitor by 15.10% in Dave Diederen's test. Conversion rate rose 10.71% and profit per visitor rose 15.90%. Average order value was up 3.96%.
- Profit per visitor: +15.90% ($0.81 to $0.94). This was the primary metric.
- Revenue per visitor: +15.10% ($0.98 to $1.13).
- Conversion rate: +10.71% (1.45% to 1.61%).
- Average order value: +3.96% ($67.65 to $70.33). All ranges cross zero, so treat the sizes as estimates.
The change
The variant replaces gallery dots with a scrollable row of image thumbnails on mobile.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The mobile product gallery showed one image with small dots underneath to signal more photos.
Variant
The dots were replaced with a horizontal strip of image thumbnails that shoppers could scroll and tap to jump to any photo.
Why it likely won
Our reading of the result, not the practitioner's claim.
- thumbnails show what the other photos are, so shoppers see more of the product with less effort.
- seeing more angles and details builds confidence before adding to cart.
- dots are small tap targets on mobile, and thumbnails are easier to use.
Caveats: Every metric's range crosses zero (profit per visitor -5% to +42%), so the result is not conclusive. Sample size and test length were not shared.
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 replace gallery dots with a scrollable thumbnail strip on mobile, then more shoppers will buy because they can see and reach every product image easily.
- Primary metric
- Profit per visitor
- Guardrails
- Add-to-cart rate
- Page load time
- Average order value
- Who should test it
- Mobile-heavy stores with several useful product images and a theme that uses dots. Products with one or two images won't gain much.
Questions
Are thumbnails better than dots in a mobile product gallery?
In this test, yes. Thumbnails lifted revenue per visitor 15.10% and conversion rate 10.71% over dots.
Why do gallery dots hurt mobile conversion?
Dots signal that more photos exist but don't show them. Our reading is that shoppers often skip them, so they see fewer images.
What metric should I use for a gallery test?
This test used profit per visitor as the main metric, with revenue per visitor and conversion rate alongside.
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