# Long product info moved into an accordion: +9% conversion rate

- Outcome: Won
- Page type: Product page (Ecommerce)
- Elements: Layout, fonts & visual design
- Test run by: [Blend Commerce](https://liftarchive.com/practitioners/blend-commerce/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://blendcommerce.com/blogs/ab-tests-shopify/9-increase-in-conversion-rate
- Page: https://liftarchive.com/test/apparel-brand-pdp-accordion-long-content/

Collapsing 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%.

## Result

**+9% conversion rate**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Revenue per visitor
- Guardrail: Return rate
- Guardrail: 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.

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Credit: Blend Commerce ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/apparel-brand-pdp-accordion-long-content/).
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.