Do shorter value props below the button lift product page sales?

A first test of product page value props had lost. We retested them lower on the page, and with shorter wording below the add to cart button. Over 16 days, the shorter value props lifted conversion 39.3% and revenue per visitor 65.3%.

Won Responsive 16 days Called at 90%

SURFACE

Product page

DEVICE

Responsive

VERTICAL

Ecommerce (B2C)

PRIMARY METRIC

Conversion rate

VARIATIONS

2

The hypothesis

By moving the product page value props below the add to cart button and shortening them, we will keep the button prominent while still building confidence, resulting in more purchases.

The first value prop test lost week after week, and it left an open question: was the problem where the value props sat, or what they said? This round tested both, 1 version for placement and 1 for wording.

What we changed

Value props moved below the button, or moved and shortened

Var A moved the existing value props lower on the page, below the add to cart button. Var B also placed them below the button and cut them to 3 short lines about trust, price and freshness.

VAR A: LOWER ON THE PAGE

Value props moved below the add to cart button

VAR B: SHORTER VALUE PROPS

Value props moved below the add to cart button
Cut to 3 short lines: trust, price, freshness

The result

Shorter value props below the button lifted conversion 39.3%

CONVERSION RATE

+39.3%

REVENUE PER VISITOR

+65.3%

VAR A REVENUE/VISITOR

-23.2%

Over 16 days, the shorter value props (Var B) converted 39.3% better than the original and lifted revenue per visitor 65.3%. The lift held on both mobile and desktop. Moving the original value props lower (Var A) barely changed conversion, and revenue per visitor fell 23.2%.

The test ran from 12/20 to 1/4, over the holidays, and we implemented Var B.

What we took from it

Short supporting copy below the button worked best

Placement alone did not help, but short, clear value props right below the button did. Keeping the button high and prominent, with brief reasons to buy just under it, gave shoppers confidence without slowing them down.