Post by account_disabled on Feb 18, 2024 3:19:56 GMT -5
You can read the details of the case study here, and as Peep highlighted, it used to look like this: The business apparently saw a notable boost in conversions from this change: “With the product images in the site search drop-down window, we get a 100% lift in conversion rate among shoppers who use site search.” Impressive, but if you go to the site now, you’ll see that they do not currently seem to be utilizing this feature. While image features in drop-down search may be questionable, at least one thing is for certain: image thumbnails are .
Consider this case study published by the Nielsen Group, which Buy TG Database examined viewing patterns on product thumbnails for bookshelves and TVs. Both the Pottery Barn and Amazon were looked at, which is notable because Amazon obviously carries a far wider variety of merchandise (hence, their design is a little more “catch all”). As the study points out: Thumbnails of bookcases were studied intensely, whereas thumbnails of flat-panel TVs were mainly ignored. In fact, on the full Amazon page (only the top part is shown here), only 18% of the viewing time was spent on the photos, while 82% was spent on the text.
On average, for each product, the thumbnail got 0.9 fixations, whereas the description got 4.4 fixations. Why might that be? As you may have guessed, the answer is because the information and the images play differing roles of importance in selling each product. For a bookshelf, the visual element is the most important aspect. Dimensions may matter, but most customers are concerned with how the bookshelf will look in their room. For TVs, the Nielsen study offers this witty observation: The TV photos are of no help in deciding between the products. A guy in a canoe vs.
Consider this case study published by the Nielsen Group, which Buy TG Database examined viewing patterns on product thumbnails for bookshelves and TVs. Both the Pottery Barn and Amazon were looked at, which is notable because Amazon obviously carries a far wider variety of merchandise (hence, their design is a little more “catch all”). As the study points out: Thumbnails of bookcases were studied intensely, whereas thumbnails of flat-panel TVs were mainly ignored. In fact, on the full Amazon page (only the top part is shown here), only 18% of the viewing time was spent on the photos, while 82% was spent on the text.
On average, for each product, the thumbnail got 0.9 fixations, whereas the description got 4.4 fixations. Why might that be? As you may have guessed, the answer is because the information and the images play differing roles of importance in selling each product. For a bookshelf, the visual element is the most important aspect. Dimensions may matter, but most customers are concerned with how the bookshelf will look in their room. For TVs, the Nielsen study offers this witty observation: The TV photos are of no help in deciding between the products. A guy in a canoe vs.
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