Does removing value props lift product page conversion?
The product page had a value proposition section and care details between the top of the page and the rest. We removed the value props and moved the details and care content lower. Conversion fell 3.8% and revenue per visitor 14.0% over 14 days.
Lost Responsive 14 days Called at 90%
The hypothesis
By removing the value proposition section and moving the details and care content further down, we will surface the add to cart sooner for returning shoppers, resulting in a higher conversion rate.
Many shoppers return to a product page after browsing in earlier visits. By then they have read about the product and want to buy.
The value props and care details sat near the buying area. We expected that clearing them out would bring the add to cart closer for shoppers who were ready.
What we changed
We removed the value props and moved care details lower on the page.
The variation removed the value proposition section and the extra details block. It moved the flower care content further down the page. The images, options and add to cart button stayed the same.
- Value proposition section removed
- Extra details block removed
- Flower care content moved lower
The result
Conversion fell 3.8% and revenue per visitor 14.0% over 14 days.
The variation trailed the control from launch. Over 14 days, conversion fell 3.8% and revenue per visitor 14.0%, and we paused the test.
Desktop drove most of the drop. Mobile showed some improvement, but not enough to offset desktop.
What we took from it
Shoppers here wanted product details, not less content.
Desktop shoppers had room to read, and they used the value props and details to decide. Taking that content away cost more than a shorter path to the button gained. Our next test went the other way and brought key product details up the page.