Brighter virtual try-on button with camera icon: +95% try-on clicks
Commentary byLiftArchiveOur analysis, not theirsGiving the virtual try-on button a small image, a camera icon and a brighter color nearly doubled try-on clicks (+95%).
Shiseido ran this test on its French product pages, and it was published as a VWO case study.
Overall add-to-cart clicks rose 16%, and shoppers who used try-on clicked add to cart 73% more.
- Virtual try-on clicks: +95%. The feature went from easy to miss to one of the most used actions on the page.
- Overall add-to-cart clicks: +16%. The lift carried through to buying intent, not just to the feature.
- Add-to-cart clicks among try-on users: +73%. People who tried the product on were much more likely to add it.
- Transaction rate: +61%, according to the figures we collected for this test.
The change
The variant restyles the virtual try-on button with an image, a camera icon and a brighter color.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Product pages showed the original virtual try-on button. On average, about 10% of visitors clicked it.
Variant
The try-on button got a makeover: a small image, a camera icon and a brighter button color to make it stand out on the page.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Shiseido had already seen that shoppers who used the feature tended to convert. Making it more visible sent more people down that path.
- A camera icon and a preview image tell shoppers what the button does before they click, which lowers the effort of trying it.
- Makeup is hard to judge online. Seeing a shade on your own face removes a big doubt before buying.
Caveats: The test ran only in the French market, and no sample size, duration or confidence level was shared. Results are reported by the brand and the testing vendor.
Who ran it
Shiseido ran this test for Shiseido 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 Shiseido →
How to run this test on your store
- Hypothesis
- If we make our try-on or visualizer button more visible with an icon, an image and a stronger color, then more shoppers will use it and add to cart because they can check the product on themselves before buying.
- Primary metric
- Add-to-cart rate on product pages
- Guardrails
- Transaction rate
- Return rate
- Page load time on mobile
- Who should test it
- Beauty, eyewear and fashion stores that already have a virtual try-on or visualizer that shoppers overlook. If you don't have such a feature, or few products support it, there's nothing to promote.
Questions
Does virtual try-on increase conversions?
In this Shiseido test, shoppers who used try-on clicked add to cart 73% more.
Making the feature easier to find also lifted overall add-to-cart clicks by 16%.
How do I get more people to use a virtual try-on feature?
Make the button look like what it does.
Shiseido added a camera icon, a small image and a brighter color, and try-on clicks nearly doubled.
Where should a try-on button go on a product page?
Near the shade or variant picker and the add-to-cart button, where shoppers are deciding what to buy.
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