# Review-based FAQs on collection pages: +8.4% conversion (unproven)

- Outcome: Flat / inconclusive
- Page type: Collection page (Ecommerce)
- Elements: FAQ sections
- 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/customer-review-inspired-faqs-on-collection-pages/
- Page: https://liftarchive.com/test/cc-customer-review-inspired-faqs-on-collection-pages/

Adding an FAQ section built from customer review questions to collection pages raised conversion rate by 8.4%, but the result was not statistically significant, so we count it as inconclusive. Clean Commit ran this test for an anonymized Shopify store and published it in its A/B test library. The test ran 33 days on 10,412 visitors, with an 83.4% probability that the variant was better.

## Result

**+8.4% conversion (unproven)**

- Conversion rate: +8.4%, with an 83.4% probability of beating the original. Not significant, so inconclusive.
- Revenue per visitor: +33.2%, driven mostly by higher order value. A jump this large needs confirming.
- Average order value: +22.2%, and orders: +8.9%.
- Bounce rate: -33.7%, so more visitors stayed on the site.

## Control

Collection pages with no FAQ section.

## Variant

An accordion at the bottom of each collection page with five to seven questions taken from verified reviews, rewritten for clarity and grouped by theme such as fit, durability and washing.

## Why it likely came out this way (our reading)

- Questions pulled from reviews match what real shoppers worry about, such as fit and washing.
- Answering them on the collection page may save shoppers from opening product after product.
- The order value jump is hard to explain from an FAQ alone and may partly be noise in a modest sample.

## Caveats

The agency labeled this a positive signal, not a proven win: after 33 days and 10,412 visitors it had not reached significance. The large revenue gain came mostly from order value, which can swing on a few big orders.

## How to run this test

- Hypothesis: If we add FAQs drawn from customer reviews to collection pages, then conversion rate will rise because shoppers get answers without opening each product page.
- Primary metric: Conversion rate
- Guardrail: Revenue per visitor
- Guardrail: Product page click-through rate
- Who should test it: Stores with lots of reviews that repeat the same questions, such as apparel with fit or care concerns. If reviews rarely raise questions, there is little to put in the FAQ.

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Credit: Clean Commit ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/cc-customer-review-inspired-faqs-on-collection-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.