What counts as a benefit, how-it-works or results section
This collection covers three related blocks: benefit sections that say what the product does for you, how-it-works steps, and results timelines that show what to expect week by week or day by day. Before/after content in checkout is included too.
The win/loss record
5 wins, 0 losses, no flat results. Three tests changed only this section; two bundled it with many other changes, so the section's own effect there is unknown.
Where these sections were tested
- Landing page: 3
- Product page: 1
- Checkout: 1
Biggest wins and their numbers
Placement tests
Dave Diederen's week-by-week results timeline moved higher up the listicle is the clearest single-change result: +24.36% conversion rate, +26.72% revenue per visitor and +1.90% AOV.
Peter Christensen went the other way. On a free-plus-shipping subscription offer with $275+ customer lifetime value, moving the how-it-works section further down so higher-engagement sections sat higher gained +16% conversion rate.
Taken together, the lesson is not "put it high" or "put it low" but "order sections by what visitors engage with".
Adding a timeline
Kasper Dolk's "how you'll feel" timeline on the product page showed CVR up 14%, marked as still confirming.
It paired an outcome headline in the customer's words with a 24-hour and 3-day timeline and risk reversal, all built from survey objections.
Bundled changes
Kasper's long-form landing page flow reported a 259.7% (2.5x) revenue increase with no extra marketing spend.
How-it-works was one of eight sections, so treat that number as a result for the whole page structure.
The same goes for Kasper's trust and urgency elements on a Plus checkout, which added $33,435 and included before/after content alongside reviews, a timer and low-stock messages.
@DaveDiederen
@peterac_
@kasper_dolk@kasper_dolk@kasper_dolkTests that lost or were flat
None of the 5 measured tests lost. That is likely partly because practitioners publish wins more often than losses, so do not read it as a guarantee.
Design patterns worth copying
- Results by time: a week-by-week or day-by-day timeline of what the buyer will notice, as in the Dave Diederen and Kasper Dolk tests.
- Order by engagement: use scroll and click data to decide which section goes first, as Peter Christensen did.
- Built from objections: Kasper's timeline used survey answers for its wording.
The ideas in the grid add more to try: an "Easy as 1, 2, 3" visual steps section, a 3-step how-it-works block on the product page, a month 1-3 effects timeline to support subscriptions, and how-it-works slides inside the image gallery.
How to add one on Shopify
Most themes include multicolumn or "image with text" sections that work for how-it-works steps.
A results timeline can be built the same way with one column per stage.
On landing pages, reorder sections in the theme editor before building anything new.
How to test it on your store
Hypothesis: moving the results timeline above the reviews will raise revenue per visitor because buyers see the outcome sooner.
Check a scroll map first to see how far visitors get, change one section at a time, and size the test with the sample size calculator.