The best product page A/B tests in our archive are a set of info tabs on Andaaz Fashion's mobile product image (+125.95% purchases), a two-step bundle builder with subscribe and save (+104.06% revenue per visitor) and image zoom for a clothing store (+84.7% conversions).
Below are the 15 biggest measured wins on purchases or revenue, each with the exact change, the number and who ran it.
How we ranked them
We took every product page test in the LiftArchive research database that was run as an A/B test and won on purchases, conversion rate, sales or revenue per visitor.
Then we ranked them by the headline lift as reported.
We left out wins measured only in clicks, results from a single country or segment, and full page rebuilds where the source never said what changed.
Big numbers are usually less reliable, not more.
Many of these sources share no sample size, so read each test's caveat before copying it.
You can browse all of them in product page tests.
The ranked table
| Rank | Test | Change | Result | Who ran it |
|---|---|---|---|---|
| 1 | Andaaz Fashion | Info tabs on the mobile product image | +125.95% purchases | ConvertPolo |
| 2 | Shopify brand | Two-step bundle builder with subscribe and save | +104.06% revenue per visitor | Dave Diederen |
| 3 | Clothing store | Image zoom on apparel photos | +84.7% conversions for a clothing store | Conversion Fanatics |
| 4 | Ecommerce store | "Add To Cart" instead of "Add To Bag" | +81.4% purchases | Conversion Fanatics |
| 5 | Jackson's | Price per ounce under the button | +80% subscription orders | Blend Commerce |
| 6 | Foliekniven.dk | Volume-pricing note moved above the calculator | +79% sales | Foliekniven.dk |
| 7 | Evolv | Reviews at the top plus a sticky add to cart | +72.90% conversion rate | ConvertPolo |
| 8 | Titan Casket | Customer photos moved next to the product images | +71.14% conversion | Blend Commerce |
| 9 | Aeromotive | Sticky add-to-cart bar on desktop | +69% revenue per visitor | Blend Commerce |
| 10 | Jackson's | Removed express checkout buttons | +66.18% revenue/visitor | Blend Commerce |
| 11 | PerTronix | Recommendations moved above a long fitment list | +65.16% conversion | Blend Commerce |
| 12 | Express Watches | Bigger Trustpilot widget under the button | +58.29% purchases | High Position |
| 13 | Dr. Squatch | Quantity selector defaulted to two | up to +54% revenue per user | SplitBase |
| 14 | Ecommerce brand | Lower price, no free gift ($82 vs $85 + gift) | +46% CVR | Oliver Kenyon |
| 15 | Liberté | Lifestyle photo as the lead image | +44% conversion | Elevate_ab |
The 15 best product page A/B tests
1. Info tabs on the mobile product image: +125.95% purchases
The change: On mobile, Andaaz Fashion's product image only had zoom, and sizing, fabric and delivery details sat in collapsed sections further down.
The variant added tabs on the image area for product details, delivery information and customer support.
The result: +125.95% purchases, plus +109.38% product page conversion rate.
ConvertPolo ran it as an A/B test on VWO.
No sample size or significance was given, and a lift this size usually means a small or unusual baseline. Run by ConvertPolo.
Why it likely worked: Fashion shoppers on mobile decide on fit, fabric and delivery.
Moving those answers onto the first screen means they don't have to hunt for them.
Try it if: your key buying details (size, material, shipping) are hidden in accordions below the fold on mobile.
2. Two-step bundle builder with subscribe and save: +104.06% revenue per visitor
The change: A new two-step buy box. Step 1 offered a 1, 2 or 3 pack, with the 3 pack marked Best Value and pre-selected.
Step 2 offered Subscribe & Save at 45% off with free shipping, or a one-time purchase.
The result: +104.06% revenue per visitor ($2.55 to $5.20) and +85.04% conversion rate (4.42% to 8.18%) in a four-way A/B test.
Profit per visitor rose 95.3%, so the lift held after discounts.
Sample size and duration were not shared, and one of the other variants did slightly worse than control. Run by Dave Diederen.
Why it likely worked: It turns one decision into two easy ones and pre-selects the bigger pack, so the default order is worth more.
The subscription step adds a strong offer at the moment of purchase.
Try it if: you sell a consumable that people reorder and your buy box still shows a single quantity field.
3. Image zoom on apparel photos: +84.7% conversions for a clothing store
Conversion FanaticsThe change: The control showed model photos from several angles with no zoom.
The variant used the same photos with zoom turned on.
The result: +84.7% conversions for a clothing store, with +2% add to cart and +14% completed carts.
The headline and cart numbers don't line up cleanly, metric definitions are unclear, and no sample size was given. Run by Conversion Fanatics.
Why it likely worked: Online clothing shoppers can't touch the fabric.
Zoom is the closest substitute for checking stitching, texture and finish.
Try it if: your product photos are good but small, and texture or detail is part of why people buy.
4. "Add To Cart" instead of "Add To Bag": +81.4% purchases
The change: Button text changed from "Add To Bag" to "Add To Cart". Nothing else changed.
The result: +81.4% purchases, with +95.3% checkout page views and +22.4% add to cart.
The write-up says the test had not reached a final winner when it was published, and no sample size was given, so treat this one with care. Run by Conversion Fanatics.
Why it likely worked: "Cart" is the word most shoppers expect, so it may read as the standard buying action rather than a style choice.
Try it if: your button copy is unusual or branded.
It's a cheap test, but expect a much smaller effect than this.
5. Price per ounce under the button: +80% subscription orders
The change: Two pack sizes had the same headline price and no unit pricing.
The variant added a price-per-ounce line under the Add to Cart button.
The result: +80% subscription orders per visitor and +29.31% subscription revenue per visitor, at 96% significance on Intelligems.
Overall revenue per visitor moved only +2%, and add-to-cart rate fell 12%. Run by Blend Commerce.
Why it likely worked: Unit pricing makes the better-value pack obvious, which nudged buyers toward subscribing.
It shifted the mix more than it grew total revenue.
Try it if: you sell several sizes and shoppers can't tell at a glance which one is the better deal.
6. Volume-pricing note moved above the calculator: +79% sales
The change: A note explaining that bigger orders lower the unit price sat below the price calculator.
The variant moved the same note above the fold, ahead of the calculator. Nothing else changed.
The result: +79% sales (+79.34% in the source), run by Foliekniven.dk on VWO.
No sample size or significance was given. Run by Foliekniven.dk.
Why it likely worked: Shoppers who see a high quote first may leave before they learn it drops with volume.
Telling them up front changes how they read the number.
Try it if: your price depends on quantity or configuration and the explanation sits below the price.
7. Reviews at the top plus a sticky add to cart: +72.90% conversion rate
The change: The control had basic reviews and a static add-to-cart button.
The winning variant added an expanded review section at the top of the page and a sticky add-to-cart button.
The result: +72.90% ecommerce conversion rate, +43.43% purchases and +17.54% add-to-cart clicks, using Bayesian stats on VWO.
Two changes were bundled, so you can't credit either one alone. Run by ConvertPolo.
Why it likely worked: Reviews answer "does it work?" early, and the sticky button keeps the next step in reach once that question is answered.
Try it if: your reviews are buried near the footer and your button scrolls out of view on long pages.
8. Customer photos moved next to the product images: +71.14% conversion
The change: On mobile, the User Photos section sat far below the product images.
The variant moved it next to the main images above the fold, and made the "See customer photos" link more prominent on desktop.
The result: +71.14% conversion rate and +24.40% revenue per visitor over two weeks at 95% confidence.
Desktop conversion was reported at +123%. Run by Blend Commerce.
Why it likely worked: For a high-stakes, rarely bought product, real photos from other buyers carry more weight than studio shots.
Try it if: you have customer photos but they live in the reviews section, far from the gallery.
9. Sticky add-to-cart bar on desktop: +69% revenue per visitor
The change: On desktop, the add-to-cart button scrolled out of view.
The variant added a sticky bar with the product name, price and button.
The result: +69% revenue per visitor and +4% begin-checkout rate.
Conversion rate was not reported. Run by Blend Commerce.
Why it likely worked: Auto-parts pages are long and technical.
Shoppers who scroll to read specs can buy without scrolling back up.
Try it if: your product pages are long on desktop, not just on mobile.
10. Removed express checkout buttons: +66.18% revenue/visitor
The change: Express checkout buttons sat below Add to Cart.
The variant removed them, leaving only Add to Cart.
The result: +66.18% revenue per visitor and +36.85% conversion rate over three weeks, at 93.82% significance (below the usual 95%). Run by Blend Commerce.
Why it likely worked: Several payment buttons under the main button compete for the click.
One clear action, followed by a cart where upsells and subscriptions can show, can be worth more.
Try it if: your product page shows a stack of PayPal, Shop Pay and similar buttons.
Other stores have found the opposite, so test it rather than copy it.
11. Recommendations moved above a long fitment list: +65.16% conversion
The change: A long Applications (vehicle fitment) section pushed product recommendations out of view.
The variant moved recommendations above it and collapsed Applications into an accordion.
The result: +65.16% conversion rate, +131.35% revenue per visitor and +12.87% add-to-cart rate, at about 90% significance.
A third arm that moved the widget without the accordion also won, by less. Run by Blend Commerce.
Why it likely worked: Shoppers who land on the wrong part need a quick path to the right one.
Collapsing a wall of data helps everyone else scroll.
Try it if: one long technical block dominates the page and hides what comes after it.
12. Bigger Trustpilot widget under the button: +58.29% purchases
The change: The control had an authorized-dealer badge, a small Trustpilot badge and a list of reasons to buy.
The variant placed a larger Trustpilot widget with customer reviews, plus a line saying customers love the store, just under the Add to Basket button.
The result: +58.29% purchases over two months with thousands of visitors, at 99% significance, run on VWO.
It's one of the better-documented tests on this list. Run by High Position.
Why it likely worked: Buying a pricey watch online raises the question "is this seller legit?"
Store reviews right at the button answer it.
Try it if: you sell high-ticket items and visitors don't know your brand yet.
13. Quantity selector defaulted to two: up to +54% revenue per user
The change: Bar soap pages had no quantity field, so buying several bars meant clicking add to cart again and again.
The variant added a quantity selector set to 2 by default.
The result: Up to +54% revenue per user for soap buyers.
The "up to" figure spans several versions of the quantity test, so a single run may have been smaller. Run by SplitBase.
Why it likely worked: Defaults are powerful. Most people keep the pre-selected option, and for a cheap consumable two is a reasonable order.
Try it if: you sell a low-priced item people often buy in multiples.
14. Lower price, no free gift ($82 vs $85 + gift): +46% CVR
The change: The product sold at $85 with a free gift.
One variant dropped the price to $82 and removed the gift; a third arm tested $79 without the gift.
The result: +46% CVR in our archive (+46.63%, 1.01% to 1.48%) and +50.34% revenue per visitor for $82. The range was wide (+11% to +95% on conversion), and the $79 arm won by less than $82. Run by Oliver Kenyon.
Why it likely worked: Many sales came from price-sensitive markets, where a lower sticker price beat a gift buyers might not value. Cutting further to $79 didn't add more.
Try it if: you lean on a gift with purchase and don't know if buyers want it.
Test a price drop of similar cost instead.
15. Lifestyle photo as the lead image: +44% conversion
The change: The sandal page led with a plain product shot on white.
The variant led with a model wearing the sandal in a styled home setting.
The result: +44% conversion (2.77% to 3.99%) on a single product.
The vendor's revenue figure is an extrapolation, and no sample size or significance was stated. Run by Elevate_ab.
Why it likely worked: A worn shot shows fit and scale and helps shoppers picture the product on themselves, which a cutout can't do.
Try it if: your first image is a packshot and the product is something people wear or use in a setting.
What the winners have in common
They answer the buyer's last question near the button
Express Watches put store reviews under Add to Basket, and Andaaz Fashion moved sizing and delivery onto the image.
The winning change often moved existing information closer to the moment of decision rather than adding new content. See more in product page review tests.
They change the default order
Dr. Squatch defaulted to two bars, and the bundle builder pre-selected the 3 pack.
Both raised what a typical order is worth without asking more of the shopper. Browse bundle tests for more.
They remove competition for the main click
Jackson's removing express checkout and Aeromotive's sticky bar both made Add to Cart the obvious next step.
The sticky add-to-cart tests and express checkout tests show this doesn't win everywhere.
They show the product better
Zoom, worn lifestyle shots and customer photos took three spots.
If your images are weak, product image tests are a good place to start.
Price framing beats price cuts alone
Unit pricing and a clearly explained volume discount both won big.
Oliver Kenyon's test shows a modest price drop can beat a gift, but a deeper cut didn't do better. More in pricing and discount tests.
What to test next
Start with the cheapest changes that match a real problem on your page. A useful order:
- Move reviews, sizing and shipping details closer to the button.
- Check whether your button stays in view on long pages, on desktop and mobile.
- Set a sensible default quantity or pack size.
- Add unit pricing or a value line when you sell several sizes.
- Test your lead image: worn or in use versus a plain packshot.
- Test removing extra payment buttons under Add to Cart.
Use our product page checklist to find gaps, see product page examples for layouts.
Real results
@oliverkenyon
Blend CommerceBlend Commerce
SplitBase
Elevate_abWatch out for
- Huge lifts with no sample size. Several tests here share no traffic numbers. Lifts of 70% or more often shrink when you rerun them; see best practices that failed.
- Bundled changes. Evolv's winner changed reviews and the button at once, so you can't tell which did the work.
- The wrong metric. Jackson's per-ounce test lifted subscriptions 80% but overall revenue per visitor only 2%, and add-to-cart fell 12%. Pick revenue or profit per visitor as your main metric.
- Weak significance. PerTronix and Jackson's express checkout tests landed near 90-94%, below the usual 95% bar.
- Page speed. Sticky bars, review widgets and bundle builders often come from separate apps. Each one adds script weight, so check load time after adding them.