Talk to a humanSimplifying product descriptions produced modest gains across conversion rate, AOV, and RPV, but none reached statistical significance.
Simplified Product Descriptions
Goal
Conversion rate
Result
+1.4% Conversion Rate
Category
Product Page (PDP)
Outcome
Inconclusive
Before
After
IF we simplify product descriptions by focusing on key features and benefits over specifications, THEN conversion rates will improve BECAUSE customers can quickly understand product value and make faster purchasing decisions.
Product descriptions were shortened to focus on key features and benefits rather than detailed specifications. Technical jargon was replaced with simpler, benefit-oriented language. The description format was restructured to lead with the most compelling product attributes.
The Results
How the new version compared with the original, across all devices.
+1.4%
Conversion Rate
+3.4%
Average Order Value
+4.8%
Revenue Per Visitor
All revenue metrics moved in a positive direction — CR +1.4%, AOV +3.4%, RPV +4.8% — but none reached the threshold for a statistically significant win. The combined RPV gain of +4.8% is encouraging, suggesting that simpler descriptions do help users convert and spend slightly more. However, with CR only at +1.4% and orders at +0.5%, the effect size is too small to declare a winner. This is a promising direction worth testing further with more pronounced copy changes or a larger sample size.
Detailed results breakdown
Conversion Rate
+1.4%
Average Order Value
+3.4%
Revenue Per Visitor
+4.8%
Orders
+0.5%
Visitors
-0.9%
Free Trial
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30,000+ Monthly sessions.
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Other experiments we've run
Collection Page (PLP)
Loss Prevented
A Lighter Collection Page Background Cuts Conversion Rate 3.2%
The collection page background was lightened so product images would stand out more. Clicks held steady, but sales fell. Here's what testing showed.
-3.2% Conversion rate
Homepage
Loss Prevented
Moving Shop by Category Below the Homepage Hero Cuts Conversion Rate 6.2%
The Shop by Category section moved up to sit directly under the homepage hero. Conversion fell, and testing showed the cost.
-6.2% Conversion rate
Product Page (PDP)
Positive signal
A Redesigned Product Customizer Shows a 6.8% Conversion Rate Lift
The customizer for personalized products was redesigned to be easier and more pleasant to use. See how it changed add-to-carts and orders over 14 days.
+6.8% Conversion rate