Long product info moved into an accordion: +9% conversion rate
Test run byBlend CommerceCRO agency
Commentary byLiftArchiveOur analysis, not theirsCollapsing long product descriptions, shipping details and materials info into an accordion below the Add to Cart button lifted conversion rate by 9%.
Blend Commerce ran this A/B test for an apparel brand.
Revenue per user rose 6% and average order value 2%.
- Conversion rate: +9%. More visitors bought from the product page.
- Revenue per user: +6%. The extra orders carried through to revenue.
- Average order value: +2%. A small rise, so order size held up rather than grew much.
- Win probability: 91.21%. Reasonable, but short of the 95% many teams use as a bar.
The change
The variant folds three expanded content sections into one accordion under Add to Cart.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The product page showed long descriptions, shipping information and materials details fully expanded, so the page was long and dense.
Variant
The same content was grouped into a collapsible accordion placed directly beneath the Add to Cart button.
Why it likely won
Our reading of the result, not the practitioner's claim.
- A wall of text can push the buy button and key details out of focus. Collapsing it keeps the page centred on adding to cart.
- Shoppers who want shipping or materials details can still open them, so nothing is lost for careful buyers.
- Placing the accordion right under Add to Cart puts answers next to the decision point.
Caveats: The test ran for two weeks and reached a 91.21% win probability. Sample size and device split were not shared.
Who ran it
Blend Commerce ran this test for a apparel brand and published the results (Blend Commerce A/B test). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Blend Commerce →
How to run this test on your store
- Hypothesis
- If we collapse long product descriptions, shipping and materials info into an accordion below Add to Cart, then more shoppers will buy because the page stays focused on the purchase while details remain one tap away.
- Primary metric
- Product page conversion rate
- Guardrails
- Revenue per visitor
- Return rate
- Conversion rate by device
- Who should test it
- Stores with long, text-heavy product pages, such as apparel with fabric, fit and care details. It is less likely to help if your product info is already short, or if shoppers need key facts visible up front.
Questions
Should product descriptions be hidden in an accordion?
It can help when the content is long.
In this test, collapsing descriptions, shipping and materials info lifted conversion rate by 9%.
Results vary by product and device, so test it.
Where should a product page accordion go?
Here it sat directly beneath the Add to Cart button.
That keeps the buy action high on the page while answers stay close by.
Do accordions work on mobile?
Not always. A separate Blend Commerce test for Vegepod found accordions hurt mobile sales while helping desktop, so check results by device.
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