"Hand-Printed & Made with American Jobs" badge was added to product pages to highlight craftsmanship. Learn how this impacted customer engagement.
"Hand-Printed & Made with American Jobs" Badge
Goal
Conversion rate
Result
-2.4% Conversion rate
Category
Product Page (PDP)
Outcome
Inconclusive
Before
After
If the PDP clearly highlights that the product is hand-printed and made in the USA, then the conversion rate will rise because customers are more likely to trust the craftsmanship and support domestic production.
What We Changed
- Added "Hand-Printed & Made in USA" text near the top of the PDP.
- Paired text with a small icon or badge for visibility.
- Ensured placement was consistent across desktop and mobile.
- Kept messaging from interfering with core purchase flow.
The Results
We dig through every data source to map what's actually broken. By the end, there's no confusion.
+21.9%
Click-through rate change
+21.6%
Change in amount of clicks
+6.3%
Average order value
Key Learnings
- Highlighting craftsmanship increased user engagement, as seen in higher click-through rates.
- The badge reduced bounce rates, indicating improved initial interest.
- Average order value increased, suggesting customers valued the craftsmanship.
- Conversion rates declined slightly, indicating other factors may affect purchase decisions.
Detailed results breakdown
Add-to-cart rate change
-4.2%
Average order value
+6.3%
Click-through rate change
+21.9%
Lift in conversion rate
-2.4%
Change in revenue per visitor
+5.5%
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