New images, 64.5% higher click-through
Two haircare lines went live before their creative was built.
Search click-through · flagship line
+64.5%
Brand under NDA
Situation
Both lines went live before their creative was built, so every product has a before window and an after window on identical listings.
Approach
We judged creative on rates, not volume. Search click-through belongs to the main image when title and price don't change. Cart-add rate reflects images, A+ and video together. All reads are Brand Analytics data, two months before against two months after.
Results
Search click-through
+64.5%
flagship line, title and price unchanged
Cart-add rate
+112.5%
per click, same windows
Best variant
+160.3%
search click-through, one new main image
Five premium products
+57.1%
search click-through pooled, four of five rising
Image-only refresh
+240.8%
sessions per day on one line, no advertising in either window. The after-window spans the holidays.
Takeaway
New main images lifted search click-through 64% across the flagship line at the same price, and cart-adds per click more than doubled. Where traffic rose with no advertising behind it, the images carried it alone.
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