When it comes to e-commerce, your product images are doing more than just showing off your products, they’re doing the selling. Product photos are often the first thing a customer notices when they land on your product page. A/B testing lets you know which image is the best at converting shoppers into buyers.
Why Product Image A/B Testing Matters
The right image can be the difference between a shopper bouncing off your page or clicking “add to cart.” A/B testing allows you to experiment with different image variations to find what drives the most conversions, whether that’s purchases, clicks, or even time spent on the page.
What Can You Test?
Here are some product image elements that you can test with:
Backgrounds: Plain white vs. lifestyle photography
Angles: Front view vs. angled or close-up shots
Models: Shown on a model vs. a product alone
Each of these factors can impact how your product is perceived and the likelihood of a visitor making a purchase.
Product Image Testing on Shopify: What to Know
Shopify doesn’t make product image A/B testing straightforward. By default, Shopify themes render the same featured image and product details across all users. This makes true split testing tricky without duplicating products–something most brands want to avoid.
However, with Compose, a workaround is available using custom JavaScript and CSS. Here’s how it works:
Render all test images: Upload both your A and B variant images, and render them on the product page.
Use unique class names: Assign a class like “test-variant-a” to the original image and “test-variant-b” to your alternate version.
Hide the B image by default: Use CSS to initially hide the B variant.
Show the right image with Compose: Use a JavaScript variant in Compose to dynamically switch which image is displayed by changing the CSS, showing only the image that corresponds with the test group.
Check out our video link on product image testing with Compose for more information!
This approach can be extended across collection pages, product carousels, and more. While it does require a bit of development help, it’s a powerful solution that avoids duplicating products. If you’re testing product cards or images in other parts of the site, apply the same logic, render both, hide one with CSS, then toggle visibility with JavaScript via Compose.
Best Practices for Image Testing
Test one change at a time: Keep tests focused so you know what caused the change in performance.
Run tests long enough to reach statistical significance
Track more than conversions: Monitor bounce rate, engagement, PDP views, add-to-carts, etc., to get a full picture.
Example:
Choosing between lifestyle photography and studio shots is a common decision for brands when selecting product images for their pages. A/B testing makes it easy to see which style drives more conversions. For example, Jot, a premium coffee brand, utilizes both lifestyle and studio imagery. By testing not only which type performs better but also the order in which they’re shown, conversion rates can be significantly impacted.
Using Compose for Shopify Image Testing
Compose simplifies image testing on Shopify even when the platform doesn’t offer built-in support. You can:
Test product images without duplicating listings
Control what users see using JavaScript and CSS
Get support from our team if a custom setup is needed
Pay only for the users tested, with no repeat charges for the same user
Our developers are happy to assist with setup or walk through the steps in more detail via video if needed.
Conclusion
Your product images are one of the most powerful tools. A/B testing them on Shopify takes a little extra effort, but with the right tools like Compose, you can do it cleanly and effectively. Whether you’re experimenting with lighting, context, or positioning, each test helps you move closer to a better-performing product page.