Talk to a humanA short "Hand-Printed & Made in USA" message with an icon went near the top of product pages. Conversion and revenue moved in opposite directions.
A Hand-Printed and Made in USA Badge Shows Mixed Results on Conversion and Revenue
Goal
Conversion rate
Result
-2.4% Conversion rate
Category
Product Page (PDP)
Outcome
Inconclusive
Before
After
If the product page clearly says the product is hand-printed and made in the USA, then conversion rate will rise because customers trust the craftsmanship and want to support domestic production.
What We Changed
- Added a "Hand-Printed & Made in USA" message near the top of product pages.
- Paired the text with a small icon so it stands out.
- Kept the placement the same on desktop and mobile.
- Kept it clear of the images, add-to-cart button and size options.
The Results
How the new version compared with the original, across all devices.
-2.4%
Conversion rate
+5.5%
Revenue per visitor
-29.2%
Bounce rate
Key Learnings
- Conversion rate fell 2.4% while revenue per visitor rose 5.5%, so the net effect on sales is unclear.
- On conversion rate, the original had a 60.7% probability of performing better, far from significance.
- Average order value rose 6.3%, offsetting the lower conversion rate. On mobile, revenue per visitor rose 8.7%.
- Bounce rate fell 29.2% and click-through rate rose 21.9%, but engagement matters less than sales here.
Detailed results breakdown
Conversion rate
-2.4%
Revenue per visitor
+5.5%
Bounce rate
-29.2%
Click-through rate
+21.9%
Add-to-cart rate
-4.2%
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30,000+ Monthly sessions.
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Other experiments we've run
Collection Page (PLP)
Inconclusive
Redesigned Product Cards on Collection Pages Make No Clear Difference to Conversion Rate
Collection pages got cleaner product cards with redesigned badges and room for pricing details. Across 49,799 visitors, sales didn't move.
+0.6% Conversion rate
Collection Page (PLP)
Inconclusive
New Collection Page Filters Make No Clear Difference to Conversion Rate
Collection pages got a reworked filtering system with more ways to narrow down products. See how it played out on desktop and mobile.
-1.0% Conversion rate
Homepage
Positive signal
A Shop by Category Slider on the Homepage Shows a 4.9% Conversion Rate Lift
The homepage got a "Shop by Category" section with clickable images linking to the main product categories. See how 39,991 visitors responded over 42 days.
+4.9% Conversion rate