We updated the product page layout to show key details and moved reviews higher. Discover the impact on conversion and engagement.
Restructured Product Page Accordion Layout
Goal
Revenue per visitor (RPV)
Result
+35.6% Revenue per visitor (RPV)
Category
Product Page (PDP)
Outcome
Winner
Before
After
IF we improve accordion usability THEN the conversion rate will increase BECAUSE customers are prompted to read the most critical product information through an interactive component
What We Changed
- Broke out key details from accordion into visible sections.
- Moved reviews higher on the page.
- Updated accordion design for better usability.
- Retained secondary content in the accordion.
The Results
We dig through every data source to map what's actually broken. By the end, there's no confusion.
+51.7%
Change in amount of orders
+50.0%
Lift in conversion rate
+50.0%
Lift in conversions
Key Learnings
- The numbers point to customers finding the content easier to engage with.
- Reviews higher on the page encouraged customers to make a purchase.
- Early access to the most information decreased bounce rates and increased the conversion rate.
- Recommendation: roll the change out into production.
Detailed results breakdown
Add-to-cart rate change
-1.8%
Average order value
-10.6%
Click-through rate change
+23.0%
Lift in conversion rate
+50.0%
Change in revenue per visitor
+35.6%
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