I remember "back in the day" when it was discovered that displaying an image of a virtual box shot was found to increase sales conversions.

(For those wondering, a box shot is the software version of an ebook cover image)

I've forgotten the stats, but it was quite a large increase in conversion rates.

More recently we've seen the rise of software box shots where the lid is slightly opened. So instead of being basically a rectangular prism, it has the "top flap" of the box opened slightly, sticking up in the air, folded back.

If you've seen a bunch of box shots, you'll know what I mean.

Just out of curiosity - has anyone split test conversion rates with a "flap up" and "flap down" box shot?

Personally I don't like the flap ups - it's almost like a "Hey, someone's already opened that box, I don't want your shabby seconds."

Of course it's just a graphical representation of a digitral product, but even so, I still think that everytime I see a "flap up" box shot.

Since the point of box shots are to increase your conversion rates due to a psychological trigger, I'd be interested to hear if anyone has actually split test this.

cheers
Sam