Does a medically reviewed callout lift product page conversion?
The desktop product page noted that products were medically reviewed, but not near the top. We added a callout naming the doctor who reviewed the product, linked to the review. Conversion rose 4.5% over 14 days, short of our confidence bar.
Not significant Desktop 14 days Not called
The hypothesis
By highlighting higher on the page that the product is medically reviewed, we will give shoppers a strong reason to trust it, resulting in a higher conversion rate.
Shoppers buying CBD products want to know that what they buy is safe and checked. A medical review is a strong selling point, but the page did not show it where shoppers made their choice.
Putting a face and a name to the review could add more confidence than a plain statement.
What we changed
We added a callout naming the doctor who reviewed the product.
The variation added a callout higher on the desktop product page that highlighted the doctor who reviewed the product. Clicking it took shoppers to the medical review. The test started on tincture and pet product pages. Revenue dropped on tinctures, so we narrowed it to pet products and restarted the results.
- Callout naming the reviewing doctor
- Placed higher on the page
- Click opens the medical review
The result
Conversion rose 4.5% and revenue per visitor 0.7% over 14 days.
After the restart, conversion rose 4.5% and revenue per visitor 0.7%. The lift was not large enough to reach our confidence bar.
A mobile version ran at the same time and rose 2.3% in conversion and 2.7% in revenue per visitor, also short of a call. The callout seemed to do better on desktop, where it had more room on the page. We paused both.
What we would do next
Keep the callout for a future test with more room to stand out.
Naming the reviewer nudged desktop shoppers forward, but not enough to call. The extra space on desktop seemed to help the callout get noticed. We would bring it back in a later round, where it could take a more visible spot on the page.