Do shorter value props with units sold lift product page sales?
Our mobile product pages opened with a long value prop list. We cut it to 2 lines and added a monthly units sold count. Conversion rose 13.7% in 12 days, and we implemented the change.
Won Mobile 12 days Called at 90%
The hypothesis
By cutting the product page value props to 2 lines and adding how many units sold last month, we will make the page easier to scan and more convincing, resulting in more shoppers adding to cart and buying.
The mobile product page opened with a long list of value props before the add to cart button. On a small screen that pushed the button down and asked shoppers to read a lot before acting.
Shoppers also had no signal of how popular a product was. A recent units sold count is a simple form of social proof that tells a new visitor other people buy this item often.
What we changed
We cut the value props to 2 lines and added a units sold count.
The control showed a full list of value props above the add to cart button. Var A cut the value props down to 2 short lines and added a line showing how many units sold in the last month. Var B kept those changes and also switched the add to cart button to orange. The test ran on 5 product pages, including gummies, a cream and an oil, on mobile only.
- Value props cut to 2 lines
- Units sold in the last month added
- Same changes as Var A
- Add to cart button changed to orange
The result
Conversion rose 13.7% on mobile in 12 days with the shorter value props.
Var A, the 2 line value props with the units sold count, lifted conversion 13.7% and revenue per visitor 10.9%. Average order value was about 2% lower, so the gain came from more shoppers buying, not bigger orders.
Var A was the clear winner on mobile, and we called it after 12 days. The same idea ran on desktop as a separate test, and we paused it early after conversion dipped, so this win is a mobile result.
What we took from it
Shorter copy brought the mobile add to cart button up the page.
On a phone, every line above the button is a line shoppers must scroll past. Cutting the value props to 2 lines moved the add to cart button higher, which on this store has lifted conversion before. The units sold count added a quick reason to trust the product. On desktop, where the button was already in view, the same change did not help.