Talk to a humanThe science page kept its content but swapped long paragraphs for short ones, bullet points and visuals. See how readers responded.
A Simpler-to-Read Science Page Shows a 9.0% Conversion Rate Lift
Goal
Revenue per visitor
Result
+9.0% Conversion rate
Category
Landing Page
Outcome
Positive signal
Before
After
If the science page is easier to understand and visitors find the answers they want, then conversion rate will improve because the main objections holding skeptical shoppers back will be addressed.
What We Changed
- Shortened long paragraphs on the science page.
- Consolidated content into bullet points.
- Added supporting visuals where possible.
- Kept the underlying content the same rather than rewriting it.
The Results
How the new version compared with the original, across all devices.
+9.0%
Conversion rate
+19.6%
Revenue per visitor
+10.9%
Add-to-cart rate
Key Learnings
- Conversion rate rose 9.0% and revenue per visitor 19.6% across 4,018 visitors in 20 days.
- On revenue per visitor, the metric the test was set up to measure, the variant had a 77.7% probability of beating the original. That's a signal worth acting on, not proof.
- Bounce rate fell 25.2%, so easier reading kept more visitors on the page.
- On desktop, conversion rate fell 13.2%, though on just 710 visitors.
Detailed results breakdown
Conversion rate
+9.0%
Revenue per visitor
+19.6%
Add-to-cart rate
+10.9%
Orders
+15.0%
Bounce rate
-25.2%
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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Ready to invest in systematic CRO.
You understand testing takes time - no magic bullets.
Why free?
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Our bet
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