Background

The Cornish Company, a leading brand known for their premium food hampers, wanted to optimize their product presentation to increase conversions. They decided to test different product images for one of their most popular items, the Pasty & Cream Tea Hamper, to see if changing the primary product image would influence customer behavior and drive more sales.

The Challenge

The company sought to determine whether making the second product image the first one displayed on the product page would result in a higher add-to-cart rate and overall conversions. They believed that the second image might present the product more effectively and encourage customers to make a purchase.

Hypothesis

The hypothesis was that switching the primary product image to the second one would lead to higher engagement, with more visitors adding the product to their cart and completing purchases. This image change was expected to create a more visually appealing and compelling first impression.

The Test

The Cornish Company used Elevate A/B Testing to run a split test between two versions of the product page:

• Control: The first image remained the primary product image.
• Variation: The second product image was moved to the first position on the page.

Experiment Goal: Revenue Per Visitor
Total Visitors: 9,913
Test Duration: 10 days and 3 hours

Results

• Unique Visitors:
  • Control: 4,974
  • Variation: 4,939
• Total Revenue:
  • Control: £16,490.50
  • Variation: £17,276.40
• Revenue Per Visitor:
  • Control: £3.32
  • Variation: £3.60
• Conversion Rate:
  • Control: 11.66%
  • Variation: 12.61%
• Add to Cart Rate:
  • Control: 18.2% (905)
  • Variation: 18.9% (932)
• Total Orders:
  • Control: 580 orders
  • Variation: 617 orders

Analysis

The variation, featuring the second image as the primary product image, outperformed the control across key metrics:

• Revenue Per Visitor: The variation produced £3.60 per visitor, compared to £3.32 for the control. This demonstrated a substantial increase in revenue per visitor based on the image change.
• Add to Cart Rate: The variation also showed a higher add-to-cart rate, with 18.9% of visitors adding the product to their cart, compared to 18.2% for the control.
• Conversion Rate: The variation converted 12.61% of visitors, compared to 11.66% for the control, leading to a significant uplift in overall orders.
• Total Revenue: The variation generated £17,276.40, outperforming the control, which generated £16,490.50 in total revenue during the test.

The test projected an additional £2,800 per month in revenue, highlighting the strong impact of changing the product image order on customer behavior and sales performance.

Conclusion

This A/B test proved that switching the product images on the Pasty & Cream Tea Hamper product page positively influenced both conversions and revenue. By making the second product image the primary visual on the product page, The Cornish Company saw an increase in the add-to-cart rate, conversion rate, and revenue per visitor.

With these results, The Cornish Company can confidently apply similar tests to other products to further optimize their website for higher conversions and sales.