VARIANT — real-photo-thumbnail · the placeholder is replaced with a finished card showing a real photo, in both places
1 · Category listing — funeralprints.com/c/24/prayer-cards
FREE SHIPPING On Orders Over $100Overnight DeliveryMon-Fri 9am-10pm EST
Account1-800-774-4313
funeralprints
Prayer Cards
Programs
Posters
Books
Home › Prayer Cards
Custom Memorial Card
The tile we are testing
2 · Product page — funeralprints.com/p/80/custom-memorial-card
Home › Prayer Cards › Custom Memorial Card
What changes:
- One change only: the product image file. The category thumbnail and the PDP main image both point at a new finished-card photo. Nothing else on either page moves — layout, price, copy, and the Click to Design CTA are untouched.
- The image above is the India team’s finished-card design, approved by John on 22 May. It shows the card front (a sample portrait) and the back (the “In Loving Memory Of” layout with a fictional sample name, dates, and poem) — a product visual only, no CRO claims or invented numbers.
- Ships as a PostHog web experiment image-swap transform. No FuneralPrints site-code change, no Infigo deploy, no GTM custom HTML tag.
No copy is added or changed. This is an image-asset swap only, so the verified-copy rule has nothing to check — the variant introduces no words, numbers, or claims.
The placeholder “Custom Card Photo Here” text in the control lives inside the current image file, not in page HTML.
The variant image is the India team’s approved finished-card photo, hosted on R2 and pointed at via the PostHog transform. The sample name, dates, and poem on the card are fictional placeholder text inherent to the product, not a claim.
Hypothesis
By replacing the Custom Memorial Card placeholder thumbnail with a finished card showing a real photo, on the category listing and the product page, we will lift product-page click-through and purchase rate — because a “Custom Card Photo Here” placeholder hides what the finished product actually looks like, giving shoppers nothing to picture owning.
Single-variant test (50/50 Control vs real-photo-thumbnail). No copy is introduced — the only difference between arms is the product image file. No invented numbers, no borrowed claims.
19
ICE total
6 + 7 + 6 = 19 / 30 (sum, not product)
CAT
PDP
Single product (/p/80)
Image swap only
PostHog web exp.
No site-code change
Variant image: delivered & live
Primary metric: FP — Purchase (category → purchase event) (id 63260) — funnel gated to a /c/ pageview, sales-based (HARD rule: primary must be sales, gated to the change-page).
Secondary metrics: FP — Reached cart (category → add_to_cart) (63262), FP — Reached checkout (category → begin_checkout) (63263), FP — Started design (category → start_design) (63261), plus PDP click-through (category thumbnail click → /p/80 pageview).
Guardrails: AOV must not drop; bounce rate on /p/80 must not rise.
Sample size: single-product traffic is a fraction of the ~1,200 sessions/day sitewide, so expect a long read — one variant only, to keep all power on one comparison. Pull /c/24 + /p/80 traffic from GA4 and set the MDE / duration at PostHog build.
Audience: the Prayer Cards category listing /c/24/prayer-cards and the Custom Memorial Card PDP /p/80/custom-memorial-card. All devices, US traffic, 50/50 split.
Selectors for the image swap: category tile #80 (the <img> id is the product id; or .product-box-80 .picture img); PDP main image img[itemprop="image"] inside the product gallery.
Source pages audited:
/c/24 ·
/p/80
Build status:
- Done — finished-card image hosted on R2; this wireframe’s variant updated with the real asset.
- Done — PostHog web experiment built as DRAFT (id 373020) — variants
control + real-photo-thumbnail; html image-swap transforms on both the category and PDP selectors.
- To do — Valentin visual-QAs the variant in the PostHog toolbar on
/c/24 and /p/80, then launches the test manually. The draft is never auto-launched.
