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%
Free Trial
Start with 3 experiments.
Zero cost.
Get a taste of our service. We'll analyze your store, pinpoint low-hanging fruit, design, implement and test solutions to lift your conversion rate in 30 days.
Who qualifies?
30,000+ Monthly sessions.
Minimum traffic needed to run statistically significant tests.
Running on Shopify or Shopify Plus.
Our specialty - we don't work with other platforms.
Investing in paid traffic.
We work with stores committed to growth, not hobbyists.
Ready to invest in systematic CRO.
You understand testing takes time - no magic bullets.
Why free?
The best proof is results. Three real experiments show you exactly how we work and whether it drives revenue for your specific store. You keep everything - no strings attached.
Our bet
We're confident enough in our process to invest our time upfront. If the tests work, you'll see the value in continuing at $5,950/month. If not, you got free optimization work.
Limited spots
We take only 4 free trials monthly to maintain quality. Each trial gets our full attention and expertise. If you qualify, secure your spot before this month fills up.
Other experiments we've run
Product Page (PDP)
Top Mobile Sticky Add-To-Cart
Discover how moving the sticky "Add to Cart" button to the top of the page impacted user engagement and sales metrics.
+16.4% Conversion rate
Product Page (PDP)
Simplified Text Input Flow Boosts PDP Conversion and User Clarity
We simplified the text input process on the product pages. Learn how this change impacted user engagement and sales.
-3.1% Revenue per visitor (RPV)
Product Page (PDP)
Enhanced Discount Price Styling
A test was conducted to display discounted prices in a smaller font than original prices. This change aimed to improve the perception of deals and increase conversions.
+3.0% Conversion rate