Does moving the product description up lift desktop conversion?

Our desktop product page kept the product description low on the page. We tested moving it up, and adding star ratings near the title. Over 18 days, moving the description up lifted conversion 23.2% and revenue per visitor 32.6%.

Won Desktop 18 days Called at 90%

SURFACE

Product page

DEVICE

Desktop

VERTICAL

Ecommerce (B2C)

PRIMARY METRIC

Conversion rate

VARIATIONS

2

The hypothesis

By moving the product description up and showing star ratings near the title, we will build confidence in the product, resulting in more purchases.

In usability testing, shoppers relied on the descriptive copy to judge a product. The old site showed that copy near the top, but the new theme pushed it down the page.

Star ratings already existed in a reviews widget lower on the page. Ratings are a familiar trust signal, so we tested pulling them up near the title.

What we changed

Product description moved up, or star ratings shown near the title

Var A moved the descriptive product copy higher on the page, near the buy box. Var B pulled the star rating and review count from the reviews widget and showed them near the product title.

VAR A: MOVE COPY

Product description moved up near the buy box

VAR B: STAR RATINGS

Star rating and review count near the title

The result

Moving the description up lifted conversion 23.2%

CONVERSION RATE

+23.2%

REVENUE PER VISITOR

+32.6%

VAR B CONVERSION

+17.9%

Over 18 days of data, moving the description up (Var A) converted 23.2% better than the original and lifted revenue per visitor 32.6%. Star ratings (Var B) also beat the original, with conversion up 17.9% and revenue per visitor up 18.5%.

Var A led on both and kept bounce and exit rates steady, so it was the version we implemented. Average order value held steady, and both new and returning visitors converted better.

What we took from it

Shoppers needed the description before they would buy

Usability testing showed shoppers leaned on the description to judge a product, and the theme had pushed it out of view. Bringing it back near the buy box gave them that detail when they were deciding. Star ratings helped too, but less than the description.