Talk to a humanProduct pages got a new benefits section, customer photos and a reworked reviews block. See how conversion and order value moved over 28 days.
A Product Page Benefits Section Shows Mixed Results on Conversion and Revenue
Goal
Conversion rate
Result
+10.4% Conversion rate
Category
Product Page (PDP)
Outcome
Inconclusive
Before
After
If we add a benefits section and customer content to the product page, then conversion rate will increase because shoppers see why the product is worth buying and that real people use it.
What We Changed
- Moved reviews out of their old spot and into a new block on the product page.
- Added user-generated customer content to the product page.
- Added a new benefits section, with spacing adjusted for desktop.
- Changed the contrast in the footer.
The Results
How the new version compared with the original, across all devices.
+10.4%
Conversion rate
-2.7%
Revenue per visitor
-11.9%
Average order value
Key Learnings
- Conversion rate rose 10.4%, with a 93% probability that the variant beats the original on conversion rate.
- Revenue per visitor fell 2.7% because average order value dropped 11.9%, so the extra orders were smaller ones.
- Mobile accounted for the conversion change (+13.8%), while desktop conversion rate was flat (-0.3%).
- More buyers and smaller orders roughly offset across 19,208 visitors, so the net effect on sales is unclear.
Detailed results breakdown
Conversion rate
+10.4%
Revenue per visitor
-2.7%
Average order value
-11.9%
Orders
+6.1%
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Other experiments we've run
Product Page (PDP)
Inconclusive
A Prominent Free Shipping Threshold on Product Pages Makes No Clear Difference to Conversion Rate
Product pages showed the free shipping threshold prominently, close to the add-to-cart button. Conversion rate held steady, but order value moved.
+0.3% Conversion rate
Homepage
Loss Prevented
Moving Shop by Category Below the Homepage Hero Cuts Conversion Rate 6.2%
The Shop by Category section moved up to sit directly under the homepage hero. Conversion fell, and testing showed the cost.
-6.2% Conversion rate
Search & Navigation
Loss Prevented
Reverting to the Previous Mobile Navigation Cuts Conversion Rate 5.7%
After a successful desktop navigation test, the mobile menu went back to its earlier, category-focused layout without account links. The change hurt revenue, and testing showed the cost.
-5.7% Conversion rate