Improve ecommerce conversions by featuring the product benefits in your image gallery

Read this tactic on the CXL blog.

Improve ecommerce conversions by featuring the product benefits in your image gallery

• The company: Marketing agency Bharat Mavens, working for a skincare brand’s ecommerce site.

• The goal: Increase conversions on product pages.

• The tactic: Highlight the product benefits in the image gallery.

• The result: 14% increase in conversion rate, and 0.95 to 1.51 improvement on ROAS.

What's the fast marketing tactic?

The Bharat Mavens team saw that:

• Less than 50% of visitors view the product page beyond the first scroll, missing the information on the product benefits.
• Most visitors scroll through the product image gallery, which sits above the fold.

Based on this knowledge, they added images to the image gallery which conveyed the benefits of the product. The customer could now learn more about the product, without needing to scroll.

For example, one image mentioned the ingredients used, the second the skin type that could benefit from the product, and the third featured the product’s certifications.

What was the result?

• 14% increase in conversion rate.
• 0.95 to 1.51 improvement on ROAS (return on ad spend).

Learn how you too can get great results with ecommerce: take the Ecommerce Minidegree taught by a team of experts.

Meet the specialist behind this tactic

Kanish Jain is the founder of marketing agency Bharat Mavens, which helps brands scale via performance marketing on Google and Facebook Ads.

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