Benefits section and customer photos on PDPs: +10.4% conversion
Test run byClean CommitCRO agency
Commentary byLiftArchiveOur analysis, not theirsA bundle of product page changes, including a new benefits section, customer photos and reviews moved into a new block, raised conversion rate by 10.4% but cut revenue per visitor by 2.7%.
Clean Commit ran this test for an anonymized Shopify store and published it in its A/B test library.
Several changes shipped together, so no single element can be credited, and we count the sales effect as inconclusive.
- Conversion rate: +10.4%, with a 93% probability of beating the original. Promising but short of a confident call.
- Orders: +6.1%.
- Average order value: -11.9%, which pulled revenue per visitor down 2.7%. More orders, but smaller ones.
- Mobile drove the conversion gain (+13.8%); desktop was flat (-0.3%).
The change
The variant adds benefits and customer photos, moves reviews and restyles the footer.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The original product page, with reviews in their old position and no benefits section or customer photos.
Variant
Reviews moved into a new block, customer photos were added, and a new benefits section appeared, with desktop spacing adjusted. The footer contrast also changed.
Why it likely came out this way
Our reading of the result, not the practitioner's claim.
- A benefits section and real customer photos can answer the question of why this product is worth buying.
- These blocks may have persuaded lower-intent shoppers to buy single, cheaper items, lowering order value.
- Mobile shoppers scroll through stacked content, so new blocks likely reached them more than desktop visitors.
Caveats: Bundled test: four changes shipped together, so the result can't be credited to any one of them. It ran 28 days on 19,208 visitors, and the net effect on revenue is unclear.
Who ran it
Clean Commit ran this test for a Shopify store (anonymized) and published the results (Clean Commit A/B test library). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Clean Commit →
How to run this test on your store
- Hypothesis
- If we add a benefits section and customer photos to product pages, then more shoppers will buy because they see why the product is worth it and that real people use it.
- Primary metric
- Revenue per visitor
- Guardrails
- Conversion rate
- Average order value
- Desktop conversion rate
- Who should test it
- Stores whose product pages lack reasons to buy or social proof, and that have customer photos to show. To learn which part works, test the benefits section and customer content separately.
Questions
Does adding a benefits section to product pages increase sales?
In this bundled test conversion rate rose 10.4%, but revenue per visitor fell 2.7% because orders got smaller.
The benefits section can't be credited on its own.
Why did conversion rise while revenue fell?
More shoppers bought, but they spent less per order: average order value fell 11.9%. The two effects roughly cancelled out.
Should I test several product page changes at once?
It can be faster, but you won't know which change caused the result.
Test the strongest idea alone first if you want to learn what works.
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