# A/B test: feature reviews with photos on the product page

> If we feature the reviews that include a customer photo on the product page, then add to cart will rise, because a real photo answers what the studio shot does not.

- Source: https://bixlow.com/en/ideas/reviews-with-photos
- Language: en
- Updated: 2026-11-02
- Publisher: Bixlow

## Why it can work

A studio shot shows the product on its best day, well lit on a white background. What the shopper is asking is something else: how does it look on a normal person, is that really the colour, is it as big as it seems?

A phone photo taken in someone's living room answers that better than any description. And it is usually hidden in the reviews tab, where hardly anyone goes.


## How to set it up

In Bixlow you describe the change to the agent, it builds it on your site and launches it as an A/B test once you approve it. A/B tests are on the paid plans, starting with Standard.

1. Pick the product pages that already have several reviews with photos. Without them there is no test.
2. In the variant, add a strip of customer photos near the gallery or just below the buy button, with the rating and a line from the review.
3. Tapping a photo opens it large with the full review.
4. The control is the current page, with reviews wherever they are now.


## What to measure

|  | Metric |
| --- | --- |
| Primary metric | Add to cart per product page visitor |
| Metric that must not get worse | Orders per visitor |
| Where it is measured | Clicks on “Add to cart” on the pages in the test |


> **When I would not test it.** If your products hardly get customer photos, don't force the idea with two images across the whole catalogue. And if what you sell gains nothing from being seen at home (spare parts, consumables), customer photos add little.


## Other versions worth trying

A “Photo reviews only” filter at the very top of the reviews. Or a customer photo as one more image in the main gallery, labelled as such.


## FAQ

### How do I get more reviews with photos?

Ask for one in the post-purchase email, a few days after delivery, and make uploading from a phone easy. If you offer something in return, say so clearly and publish the critical ones too, or you lose credibility.

### Can I use customer photos from Instagram?

Only with their permission. Ask by message before you publish them in your store.

### Where on the page should the photos go?

Close to where the decision happens: the gallery or the buy button. At the bottom of the page very few people see them, and that is exactly what this test tries to change.

## Further reading

- [Next idea: show a real person](https://bixlow.com/en/ideas/show-a-real-person)
- [How to write a CRO hypothesis](https://bixlow.com/en/glossary/cro-hypothesis)
- [Sample size calculator](https://bixlow.com/en/tools/sample-size-calculator)