CP #55: The Hidden Power of Product Carousels

Welcome to Conversion Party. This week, we’ve got…

• CRO Deep Dive: The Hidden Power of Product Carousels: Maximizing Your Visual Sales Strategy

• Goings on: Not nothin’!

• Partner Spotlight: Convertibles

• CRO Hack: Don’t let empty carts create dead ends

Let’s ride.

CRO DEEP DIVE
The Hidden Power of Product Carousels: Maximizing Your Visual Sales Strategy

Product carousels are among the most underutilized assets in e-commerce optimization.

While marketers obsess over hero images and product photography, the sequence and selection of images in product carousels often go overlooked. Yet these galleries, typically appearing above the fold where 100% of visitors will see them, can significantly impact conversion rates and revenue per session (RPS).

Why Product Carousels Matter More Than You Think

Product carousels serve multiple critical functions in the customer journey.

They're not just a way to showcase additional product angles – they're a visual storytelling tool that can address customer concerns, highlight key features, and create emotional connections.

When optimized correctly, they can dramatically influence purchasing decisions.

Consider these key factors:

• First-impression impact: The initial images in your carousel create immediate impressions about product quality and value. A poorly ordered sequence can lead to missed opportunities to connect with potential buyers.

• Decision-making support: Studies show that customers spend an average of 5-7 seconds scanning product images before deciding whether to explore further or bounce. The right image sequence can keep them engaged during this crucial window.

• Cross-channel consistency: Your product carousel images often become the assets used across marketing channels – from social media to email campaigns. Optimizing their order based on performance data can improve results across all channels.

The Revenue Impact of Image Sequencing

Let's examine a real-world example from a premium wallet brand. Their product carousel contained ten images, with varying levels of effectiveness:

Original sequence RPS (Revenue Per Session):

• Image 1 (Front view): $3.21

• Image 2 (Side angle): $0.41 ⬇️ 

• Image 3 (Lifestyle shot): $4.24 💰️ 

• Image 4 (Detail view): $0.98

• Image 5 (In-use shot): $1.42

• Image 6 (Feature highlight): $2.24

• Image 7 (Package shot): $0.21 ⬇️

• Image 8 (Color variant): $2.22

• Image 9 (Size comparison): $1.21

• Image 10 (Care instructions): $0.49 ⬇️

Analysis revealed that three images (2, 7, and 10) were significantly underperforming, while the lifestyle shot (Image 3) was generating nearly twice the revenue per session of the current lead image.

By reordering and optimizing the carousel, the brand saw a 27% increase in overall product page conversion rate.

Best Practices for Product Carousel Optimization

Performance-Based Sequencing: Track and analyze the RPS for each image in your carousel. Order them from highest to lowest performing, ensuring your strongest assets appear first. Remember that most users won't scroll through all images, making the first 3-4 positions crucial.

Regular Performance Reviews: Consumer preferences change over time. Establish a quarterly review process for carousel performance, testing new images and sequences to maintain optimal results.

Content Mix Optimization: While maintaining a performance-based sequence, ensure your carousel tells a complete product story.

Include a mix of:

• Clean product shots from key angles

• Lifestyle images showing the product in use

• Detail shots highlighting key features

• Size/scale reference images

• Usage demonstrations

How to Implement This Advice

Step 1: Audit Your Current Performance

• Install revenue tracking software (like…. uhhh….this one) if you haven't already

• Set up event tracking in Google Analytics for carousel interaction

• Track RPS per image using your on-site analytics platform

• Document your current carousel sequence and performance metrics

Step 2: Data Collection and Analysis

• Run your heatmap and analytics tools for at least 2-4 weeks (or however long it takes to get ~5k sessions) to gather sufficient data

• Export the RPS data for each image

• Create a spreadsheet tracking:

  • Image position

  • Image type (product shot, lifestyle, detail, etc.)

  • RPS

  • Click-through rate

  • Time spent viewing

Step 3: Optimization

• Reorder images based on RPS performance

• Remove or replace images with RPS below 50% of your top performer

• Ensure the first three images include your highest-converting shots

• Test new image types in lower positions to gauge performance

Step 4: Implementation and Monitoring

• Update your product carousel sequence

• Document the changes made

• Monitor performance for 2-4 weeks

• Compare pre- and post-optimization metrics:

  • Overall product page conversion rate

  • Average order value

  • Time spent on product pages

  • Bounce rate

Step 5: Ongoing Maintenance

• Schedule quarterly reviews of carousel performance

• Test new image types and sequences regularly

• Keep a log of what works and what doesn't

• Share insights across your product teams

Common Pitfalls to Avoid

• Don't remove underperforming images that serve a crucial purpose (like size reference shots) – instead, move them to later positions

• Avoid making too many changes at once – sequence changes should be your first optimization

• Don't forget to maintain image quality when reordering

• Remember that seasonal changes may affect image performance

By implementing these optimization strategies, e-commerce brands can see significant improvements in their product page performance. Remember that product carousels are not just a gallery feature – they're a critical conversion tool that deserves ongoing attention and optimization.

The key is to start with data-driven decisions about image sequence, then maintain a regular optimization schedule to ensure continued performance. With proper attention to your product carousel strategy, you can create a more engaging shopping experience that directly impacts your bottom line.

GOINGS ON
Not nothin’…

Unlock Record-Breaking Revenue in 2025 and Learn How to Scale Your Brand with Actionable Insights

Are you ready to make 2025 your most profitable year ever? Join this exclusive Workshop on January 16th at 12pm EST to uncover how top brands are using cutting-edge strategies and tools to generate millions of dollars in additional revenue.

• Maximize Revenue: Discover the strategies that drove over $120 million in additional revenue for Oliver's clients' brands in 2024.

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• Actionable Growth Plans: Walk away with a step-by-step plan to optimize your store and unlock record-breaking revenue in 2025.

  Sign Me Up

DTSKI pt. II

This year, KNO is bringing together 30 top operators for a A 2-day DTC-focused Ski and wellness event in Aspen, Colorado, 3/27-30.  

​If you don't ski, don't worry - our friends at KNO will have a Spa day for those that want to come to the mountains to recharge. All participants will be responsible for booking their own flights + accommodations (room block discount provided at the Limelight hotel in Aspen for $550/night, discounted down from $1200).  Interested?

Wanna work together? Email allen at heatmap dot com

PARTNER SPOTLIGHT
Convertibles

CONVERTIBLES are deeply specialized in Shopify CRO, having been part of the ecosystem for 10+ years. Led by founders with a 8 figure exit (you get access to them on a daily basis), they know what it’s like to be in your shoes and build, scale and optimize a DTC brand.

They are a full-service agency, they research, design, develop and launch winning tests on your Shopify store to improve conversion rate and grow revenue.

What makes them stand out

• Industry Expertise: Inside-out Shopify knowledge and revenue optimization. Real world Shopify business experience.

• Key Partnerships: heatmap.com, Intelligems

🎁 Special Offer

CONVERTIBLES are offering a free consultation call, which includes a deep 200+ point audit of your Shopify store, along with personalized wireframes of key components and how they can be optimized for more revenue.

Interested? 👇️ 

Wanna be featured? Email carina at heatmap dot com

CRO HACK
Don’t let empty carts create dead ends