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%
Free Trial
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Who qualifies?
30,000+ Monthly sessions.
Minimum traffic needed to run statistically significant tests.
Running on Shopify or Shopify Plus.
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Investing in paid traffic.
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Our bet
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Other experiments we've run
Other
Sitewide button color update from yellow to green
+1.8% Clickthrough rate
Product Page (PDP)
Tactical Bottom Sticky Add-to-Cart
The add-to-cart process was redesigned. Discover how these changes affected key metrics and overall performance.
-10.6% Conversion rate
Other
Adjusted Pricing Strategy
A pricing strategy adjustment increased AOV by 7.4% but caused a 17.5% conversion rate decline. Learn about the trade-offs and key takeaways.
-17.47% (CVR) CVR