Does a product page cleanup with a new info order lift conversion?
The product page mixed its key details with an animation and extra messages. We cleaned it up and put the image, ratings, title, price and copy in a clear order. Conversion fell 3.3% over 20 days, after a strong start.
Not significant Responsive 20 days Not called
The hypothesis
By improving how the product page organizes its information, we will help shoppers feel more confident, resulting in more purchases.
Shoppers for CBD products want to see what the product is, what others think of it and what it costs before they read the details. On this page those pieces were not in that order, and an animation and extra messages competed for attention.
We kept the branding the same and changed only how the information was laid out.
What we changed
We reordered the product details and removed clutter from the page.
The variation put the page in this order: image, star ratings, title, price, then copy. It stopped an animation, hid the star ratings on products with no reviews and removed a shipping message. The branding stayed the same.
- Order: image, ratings, title, price, copy
- Animation stopped
- Star ratings hidden with no reviews
- Shipping message removed
- Branding kept the same
The result
Conversion fell 3.3% over 20 days after a strong first week.
The cleanup showed strong lifts in the first week, so we let it run for more traffic before making a call. Over the following weeks the gains leveled out. After 20 days, conversion was down 3.3%.
We paused the test.
What we would do next
Test the purchase options before the layout again.
A cleaner order did not hold its early lift on this page. The early gains faded as more shoppers came through. The next round tested making the subscription option the default, a change closer to the moment shoppers choose what to buy.