Insight

Mobile Visual Exploration Created Unnecessary Effort

For Little Bible Stories, mobile represented 92% of traffic, making the mobile product page the clearest place to reduce buying friction. During Blend's analysis, heatmaps showed shoppers repeatedly interacting with the existing image variation circles. That behaviour suggested users wanted to explore the available visuals, but had to tap without knowing what each image contained. On a PDP, product imagery should lower uncertainty quickly, particularly for new visitors with less brand familiarity. As part of Blend's CRO audit approach, we saw the gallery as a high-leverage opportunity to improve visual transparency without changing the offer, pricing or core product page structure.

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Little Bible Stories Dtb Image Thumbnails
Little Bible Stories Mb Image Thumbnails

A/B Test

Image Thumbnails on Mobile PDPs

We ran an A/B test on mobile PDPs. The control kept the existing image variation circles, while Variant 1 added visible image thumbnails below the main product image. The hypothesis was that showing available images upfront would make exploration easier, reduce uncertainty and help shoppers move through the funnel with more confidence.

Little Bible Stories Dt1 Image Thumbnails
Little Bible Stories M1 Image Thumbnails

The Results

This was not a test where one isolated metric moved while the rest of the funnel stayed flat. Image thumbnails improved conversion rate and revenue per visitor, while also reducing abandoned cart rate and abandoned checkout rate and lifting begin checkout rate.

Add-to-cart rate and average order value stayed flat, which was an important finding. Thumbnails did not simply push users to act faster or spend more; they helped shoppers make more confident decisions after exploring the product.

The new visitor segment made that clearer, with conversion rate up 8%, revenue per visitor up 10%, and small lifts in average order value and add-to-cart rate. For a brand where first-time shoppers need visual reassurance, this supported a permanent rollout. Intelligems also projected a meaningful monthly order lift, reinforcing the commercial case for implementing Variant 1.

  • 6.14%

    increase in conversion rate

  • 7.09%

    increase in revenue per visitor

  • 4.46%

    reduction in abandoned checkout rate
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