We have been testing this theory through ongoing multivariate (multivariable) testing on several product pages on the site. However we've inadvertently created a rod for our own backs.
The original test was started back in November and we gave it an autumnal theme. The test variant with these images originally performed well but a gradual errosion in performance occured as the test and time wore on. The test was still running as we entered the Christmas period and suddenly the autumn theme looked out of place so the drop in visitor appeal was understandable. To confirm this we revisited the variant and replaced the autumn images with winter based ones. Again an uplift in performance was immediatly acheived. The test is still running and currently producing a respectable 8.95% uplift in conversion; but it's still wintery outside with the occasional snow flurries to reinforce that, so maybe this explains the appeal. Now as time moves on it will be interesting to see if this begins to errode in performance too.
So we have a situation where we know a particular content works but it will require constant maintenance to keep on top of the shifting seasonal themes. We'll need to come up with a sustainable image or theme that will work as well despite the time of year. We still have an MVT test on the roadmap for March/April that plays on the Spring theme but hopefully this test will be it's last incarnation. All of the past and proposed images are below, we've nicknamed this variant 'Shallow Grave' due to the half-buried nature of the models in shot.
AUTUMN > WINTER > SPRING.....
