Test archive / Collection page
Does a shorter collection page description lift mobile conversion?
On mobile, a long description pushed products far down the collection page. We cut it to 2 lines with a Learn More link. Conversion rose 10.3% and revenue per visitor 15.7% over 29 days.
Won Mobile 29 days Called at 80%
The hypothesis
By reducing the distance from the top of the collection page to the products, we will increase engagement, resulting in a better experience and a higher conversion rate.
A previous test showed the filter sat below a long description on mobile, so shoppers had to scroll past copy before they could narrow the list or see products.
We tested 2 ways to move the products up: a short description with a Learn More link, and a description hidden behind the heading.
What we changed
We cut the mobile description to 2 lines and added Learn More.
Variation A reduced the space above the hero image, cut the description to 2 lines and added a Learn More link that expanded the full copy. Variation B hid the description and put it in an accordion under the heading.
- Less space above the hero image
- Description cut to 2 lines
- Learn More link shows the full copy
- Description hidden on mobile
- Accordion added under the heading
The result
The 2 line description lifted conversion 10.3% over 29 days.
Variation A, the 2 line description, won. Conversion rose 10.3% and revenue per visitor 15.7%, so order value rose too, by about 5%. Transactions were low, so we let the test run past the usual 2 weeks.
We implemented Variation A on mobile.
What we took from it
Products up top, with the copy a tap away, helped shoppers.
On mobile, the long description sat between shoppers and the products. Cutting it to 2 lines brought the products and filter into view sooner, while Learn More kept the full copy a tap away for shoppers who wanted it.