Do quality and freshness value props lift product page sales?
We tested value props for quality, trust and freshness near the top of the product page. Conversion rate fell 12.2% over 12 days on both mobile and desktop, so we paused the test early.
Lost Responsive 12 days Called at 90%
The hypothesis
By adding value props for quality, trust and freshness to the product page, we will speak to shoppers who are close to buying, resulting in deeper engagement and more purchases.
Shoppers who reach a product page are already weighing a purchase. At that stage, questions about quality, freshness and whether the store can be trusted carry the most weight.
We picked value props aimed at those questions and placed them high on the page, where shoppers would see them before scrolling.
What we changed
We added quality, trust and freshness value props high on the page.
In the variation, we added a short set of value props covering quality, trust and freshness near the top of the product page. Nothing else on the page changed. The test first ran on the busiest pages, then widened to all pages of that type after a few days.
- Quality value prop added
- Trust value prop added
- Freshness value prop added
- Placed near the top of the page
The result
Conversion rate fell 12.2% with value props near the top.
Conversion rate fell 12.2% over 12 days. The drop showed up on mobile and desktop alike, with no unusual orders behind it, and it held week over week. Revenue per visitor stayed about flat at 0.6%.
We planned a 30 day run but paused at 12 days, because results kept falling and the cost of waiting was real sales.
What we took from it
These value props, in this spot, pulled shoppers off the path.
A single test could not tell us whether the problem was where the value props sat or what they said. They may have pushed the options and button lower, or the wording may not have mattered to these shoppers. Our next test split those 2 questions apart: the same value props lower on the page, and new wording.