Marsh Wear tested simplifying product descriptions to see if it would impact sales. The result was flat conversion with a slight RPV gain.
Simplified Product Descriptions
Goal
CTR
Result
+1.78% (CTR) CTR
Category
Product Page (PDP)
Outcome
Inconclusive
Before
After
IF we simplify product descriptions by removing jargon and highlighting key benefits, THEN conversions will increase BECAUSE customers will understand product value faster and make quicker purchasing decisions.
Product descriptions were streamlined by removing technical jargon and unnecessary detail. Key product benefits were moved to more prominent positions within the description. The language was simplified to communicate value propositions more clearly and concisely.
The Results
We dig through every data source to map what's actually broken. By the end, there's no confusion.
+5.3%
Average order value
+4.9%
Change in revenue per visitor
NaN%
Revenue change
Conversion rate was essentially flat at -0.3%, while RPV edged up +4.9%. The simplified descriptions didn't meaningfully change purchasing behavior — customers who converted spent slightly more, but the test didn't generate enough statistical separation to declare a winner. The slight RPV gain suggests potential, but the flat conversion rate means this change alone isn't enough to move the needle. Further iteration on description format and content hierarchy may be worth testing.
Detailed results breakdown
Average order value
+5.3%
Lift in conversion rate
-0.3%
Change in revenue per visitor
+4.9%
Change in amount of orders
-2.0%
Revenue change
NaN%
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