# Benefits section and customer photos on PDPs: +10.4% conversion

- Outcome: Flat / inconclusive
- Page type: Product page (Ecommerce)
- Elements: Benefit, problem, how-it-works & results sections, UGC & product video, Reviews & star ratings
- Test run by: [Clean Commit](https://liftarchive.com/practitioners/clean-commit/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://cleancommit.io/ab-tests/benefits-section-and-customer-content-added-to-product-pages/
- Page: https://liftarchive.com/test/cc-benefits-section-and-customer-content-added-to-product-pages/

A 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.

## Result

**+10.4% conversion**

- 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%).

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Conversion rate
- Guardrail: Average order value
- Guardrail: 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.

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Credit: Clean Commit ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/cc-benefits-section-and-customer-content-added-to-product-pages/).
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.