AB TEST
Analyze
Most users rely on the gallery. Replacing plain product images with infographics and KSP overlays will clarify benefits, improve understanding, and increase conversion rates.
Why Move KSPs into Gallery
01
User behaviour shows that the gallery is the initial touchpoint on the PDP, and the decision to explore the product further is typically shaped by these opening visuals.
01 Users Focus on the Gallery
Eye-tracking shows the image gallery grabs attention first. First impressions and decisions to keep browsing are made based on these images.
02 KSPs Get Missed Lower on the Page
KSPs in body copy or further down are often skipped, especially by skimmers.If KSPs aren’t seen right away, shoppers may leave.
03 Visuals Communicate Quickly
Infographics and overlays in images highlight benefits instantly.Visual cues help users quickly grasp the product’s value.
*Generate from ChatGPT
Benefits of Integrating KSPs in the Gallery
02
Immediate Value Proposition
User understand what sets the product apart within seconds of landing on the page.
KSPs Get Missed Lower on the Page
Visually engaging images with clear, concise messaging encourage users to continue exploring the PDP.
Higher Conversion Rates
When users instantly grasp the product’s benefits, they’re more likely to add to cart and complete a purchase.
Supports Skimmers
Many users skim pages, embedding KSPs in the gallery ensures key info is seen without scrolling or reading lengthy descriptions.
04 Material & Technology Callouts
Used layered diagrams and cutaway illustrations to clearly show premium materials and innovative technology.
How to Do It?
03
01 Infographics & Feature Highlights
Replaced plain product shots with clean infographics that visually emphasize key features using simple icons, arrows, and minimal text.
02 Copy Overlays with Trust Signals
Added concise, high-impact text overlays directly on images, highlighting the top 3 USPs.
03 Pill Tags for KSP
Simplified lengthy descriptions into short, scannable pill-shaped tags. Focused only on the strongest, most differentiating benefit per image.
05 Functional Videos/GIFs
Included short, looped videos or GIFs in the gallery to dynamically demonstrate real-use scenarios — helping customers instantly understand how the product works and feels.
06 Benefit-Driven Illustrations
Added custom on-image illustrations, not just decorative. That directly communicates user benefits.
08 Strategic Image Sequencing
Prioritized the strongest visuals and most compelling KSPs in the first 1–3 images, since these receive 80–90% of user attention in product galleries.
07 Consistent Visual Language
Ensured all overlays, tags, and illustrations followed a unified style — on-brand colors, typography, and spacing — while remaining legible and effective across mobile and desktop.
Move content to Gallery
04
Move key selling points and benefit-driven content into the image gallery to ensure users see and understand product value right away.
Awards
Gif/Video to show
how’s it functions
Layers detail
Collapsible “Show All Images” Gallery Button
Add the illustration to easily understand how our product is beneficial
Sell Point with tag
Certification
Lifestyle image with little
illustration more enjoyable
AB Test analyses
05
Product Gallery Optimisations Impact
Optimizing the gallery would reduce friction, boost engagement, and lift add-to-cart/conversion. Primary metrics: Add to cart rate, conversion rate, bounce rate, session time. Secondary: Frustration score, scroll rate, funnel drop-offs. Analyse this test with Content Square and AB Tasty.
Conversion Rate
A modest but positive uplift, suggesting the optimized gallery helped nudge more users toward conversion.
Add to Cart Click Rate
Strong win✨ Aligns with gallery goals—users likely engaged more with visuals/USPs, leading to + actions. Mobile/Pillow pages show highest lift.
Number of Sessions📈
Uptrend in line chart, peaking around 1.2K–1.4K daily. Suggests better Traffic draw or lower initial drop-offs from optimised galleries.
Scroll Rate
Desktop
Positive efficiency gain: Larger screens show more gallery content above the fold (e.g., hero images + thumbnails), reducing need to scroll.
Mobile
Key win✨ Users scrolled deeper voluntarily, likely expanding the collapsible section to explore more without the page feeling endlessly long.
Exit Rate
Lower exits from PDPs indicate better retention post-gallery interaction.
Bounce Rate
Variant keeps users on-page longer; pairs well with lower frustration.
Frustration Score
Wins in factors✨
Multiple clicks ↓5.08%, Excessive hover ↓11.8%, Rage click ↓2.7%. Low activity ↓14.3%. Smoother interactions from optimisations.
Funnels
Homepage ➡️ Category ➡️ PDP ➡️ Order Page
Biggest bottleneck
Category → PDP (70% drop). Needs upstream fixes.
Variant shines on PDP✨
Gallery redesign delivered faster journeys (-20% time) and +3.6% PDP-to-order retention, yielding slight conversion uplift with clear mid-funnel opportunities.
Minor overall lift despite fewer PDP visitors shows quality engagement wins.
AB Tasty Result
Homepage ➡️ Category ➡️ PDP ➡️ Order Page
Key Highlights✨
Projected Revenue Uplift +AU$140,577/month
Based on ContentSquare's performance +7.69% add-to-cart clicks.
Chance to Win
84.5% probability Variant 1 is the true winner. "Probable winner" means low risk—go live confidently!
What is the next steps?
01 Immediate Actions
Push the optimized gallery live on the Pillow PDP. Monitor for 7–14 days post-launch to confirm no regressions.
02 Build the Reusable PDP Gallery Template
Create a modular system in Figma. Apply it fast across all products.
03 Rollout Plan
Apply template to top 5 highest-traffic PDPs. Quick test on one PDP to validate template performance.
04 Testing a Shorter PDP
Average mobile attention drops after 2 – 3 screens. Since the the enriched gallery now carries the key information, removing content below the fold will make the page feel faster and more focused.
New Gallery Template
06
Modular design system that can be rapidly deployed across the entire catalogue, ensuring visual and experiential consistency, dramatically reducing future redesign efforts, maintaining the proven performance gains at scale, and ultimately multiplying the business impact while reinforcing a cohesive brand identity that users can quickly understand and trust on every PDPs.
01 Consistency
Ensures all product pages have a unified look and feel, building trust and making the site easier to navigate.
02 Efficiency
Speeds up the process of launching galleries for new products—no need to start from scratch each time.
03 Scalability
Makes it simple to roll out updates or improvements across all PDPs at once.
04 Quality Control
Helps maintain design standards and clear communication of key selling points for every product.
05 Faster Onboarding
New team members can quickly create or update product pages using the established template.
The Special Template for Multiple Items Layer
Showcase product layers in PDP gallery and create a dedicated "Layers Breakdown" component. This builds trust by revealing the construction transparently
