Does an anchor link to questions and answers lift product page conversion?
Questions and answers sat low on the product page. We tested a link near the top that jumped straight to them. After 21 days, conversion was down 5.1% and revenue per visitor up 9.8%, and the result was not conclusive.
Not significant Desktop 21 days Not called
The hypothesis
By adding a link near the top of the product page that jumps to questions and answers, we will help shoppers understand the product faster, resulting in more confidence and a higher conversion rate.
Shoppers want to fully understand a product before they buy it. On this product page, the questions and answers section sat far down the page, below the buying decision.
A link near the top, showing how many questions each product had, would let shoppers reach those answers in 1 tap.
What we changed
We added a link near the top of the page that jumps to questions and answers.
Variation A added a link above the fold that jumped to the questions and answers section lower on the page, with the question count for each product. Variation B used the same link and also moved the star rating and link directly below the product title. The test ran on desktop.
- Link to questions and answers added above the fold
- Link jumps to the section lower on the page
- Link shows the question count for each product
- Same link as Variation A
- Star rating and link moved below the product title
The result
Conversion was down 5.1% and revenue per visitor up 9.8% after 21 days.
Conversion dipped while revenue per visitor rose, so average order value went up, by about 16%. Fewer visitors bought, and those who did spent more. Neither variation reached our confidence bar on any metric, so we paused the test.
The same idea ran on the mobile product page for a different product line and lost, with conversion down 9.1%.
What we would do next
Rerun it on more products before deciding the link helps.
Traffic to these product pages was low, and the metrics moved in opposite directions. Shoppers who used the link may have bought more, while fewer shoppers bought overall. A validation test across more products would give enough traffic to settle whether the link builds confidence or pulls attention away from buying.