Does moving products above content help a mobile landing page?
Our mobile landing page opened with a carousel, body copy and testimonials before any products. We moved the products to the top. Conversion rose 7.3% over 19 days but did not reach our confidence bar.
Not significant Mobile 19 days Not called Reviewed
The hypothesis
By moving products to the top of the landing page and adding star ratings, we will build shopper confidence sooner, resulting in more orders and higher revenue per visitor.
This page groups products by the need they solve. On mobile, shoppers had to scroll past a carousel of other topics, the body copy and testimonials before they saw a product to buy.
We tested putting the products first, with the body copy and testimonials below them. A 2nd variation also brought star ratings and review counts onto each product listing.
What we changed
We moved the products above the body copy and testimonials.
Var A removed the carousel of other topics, kept the main heading, and placed the products right under it with a best sellers label. The body copy and testimonials moved below the products. Var B made the same changes and added star ratings and review counts to each product. Var B was paused partway through so more traffic could go to Var A.
- Topic carousel removed
- Products placed under the main heading
- Best sellers label added
- Body copy and testimonials moved below
- Same layout as Var A
- Star ratings and review counts on products
The result
Conversion rose 7.3% in 19 days, below our confidence bar.
Var A lifted conversion 7.3% over the control, but revenue per visitor fell 9.2%. Partway through, the lift was not yet strong enough to call, so we paused Var B to send more traffic to Var A. It still did not reach our bar.
Shoppers placed more orders but spent less per visitor, and the gain was not clear enough to implement. We paused the test.
What we would do next
Products first did not move shoppers enough to call it.
Moving products up did not bring the lift we hoped for on this page. Next we would make each whole product image clickable, since that change had worked on our category pages, and place the top seller in the 1st slot.