# Mattress product page copy rewrite: +13.9% checkouts

- Outcome: Won
- Page type: Product page (Ecommerce)
- Elements: Headlines, product titles & copy, Comparison charts & tables
- Test run by: [GrowthRock](https://liftarchive.com/practitioners/growthrock/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://growthrock.co/ecommerce-copywriting/
- Page: https://liftarchive.com/test/amerisleep-pdp-copy-rewrite/

Rewriting the Amerisleep mattress product page lifted checkouts by 13.9%, at 98% confidence. GrowthRock ran the A/B test and published it on the GrowthRock blog; the new copy was written by Brian Speronello of Accelerated Conversions. Several copy changes shipped together, so the lift belongs to the rewrite as a whole, not to any one section.

## Result

**+13.9% checkouts**

- Checkouts: +13.9% for the rewritten page, at 98% confidence.
- Each variation logged hundreds of conversions, and the test ran across multiple buying cycles.
- Traffic and conversion rates were not shared, because of the agreement with Amerisleep.

## Control

The original Revere mattress product page, with Amerisleep's existing product copy.

## Variant

A rewritten page. It added a short section linking better sleep to health, work performance and quality of life, a nudge about the cost of doing nothing, and comparison claims against traditional memory foam and other mattresses.

## Why it likely won (our reading)

- Mattress buyers rarely want a mattress for its own sake. Linking sleep to health and better days at work may have given the purchase a stronger reason.
- Many shoppers who leave don't buy elsewhere; they just put it off. Copy about the cost of staying put may have cut that delay.
- Specific comparisons, such as foam that recovers its shape faster than memory foam, give shoppers a clear reason to pick this brand over a rival.

## Caveats

This was a bundled copy rewrite, so no single section can take the credit. Traffic and conversion rates were not disclosed, and the case study dates from around 2017.

## How to run this test

- Hypothesis: If we rewrite product page copy to connect the product to the deeper outcomes buyers want and compare it clearly against alternatives, then checkouts will rise because shoppers get a stronger reason to buy now and to buy from us.
- Primary metric: Completed checkouts per product page visitor
- Guardrail: Return rate
- Guardrail: Average order value
- Guardrail: Product page bounce rate
- Who should test it: Brands selling a considered, higher-priced product where buyers compare options, such as mattresses, furniture or appliances. It is less likely to matter for cheap impulse buys, and any comparison claims must be true and provable.

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Credit: GrowthRock ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/amerisleep-pdp-copy-rewrite/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.