Mobile product page with specs up top: +22.62% revenue
Commentary byLiftArchiveOur analysis, not theirsMoving key specs into the first fold of CellBell's mobile product page, along with a Best Seller tag and thumbnail navigation, raised revenue by 22.62% and add-to-cart rate by 9.43%.
ConvertPolo, a VWO partner agency, ran this test for the office and gaming chair brand, and it was published as a VWO case study.
Several changes shipped together, so the result belongs to the bundle.
- Revenue: up 22.62% versus the original page.
- Add-to-cart rate: up 9.43%, so more shoppers moved from looking to buying.
- The case study also gives 22.62% as the revenue gain across all three CellBell tests, so it is unclear how much came from this page alone.
- Sample size, test length and confidence level were not shared.
The change
The variant adds thumbnails, a Best Seller tag and key specs in the first fold.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The mobile product page hid or blurred key details like dimensions, weight capacity, assembly time and delivery timing. Trust signals were weak, and the add-to-cart button was not always reachable while scrolling.
Variant
Key specs moved into the first fold. A Best Seller tag appeared on relevant products, and thumbnail navigation was added to the image gallery.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Chair buyers need to know size, weight limits and assembly before they commit. Putting that up front answers it fast.
- A Best Seller tag offers social proof, which helps shoppers choosing between similar chairs.
- Thumbnails make it easier to see a chair from several angles on a small screen.
- Because the three changes were bundled, the effect of each one is unknown.
Caveats: Several changes were bundled, so no single element can take credit. No sample size, duration or significance was shared, and the revenue figure matches the case study's total for all three tests.
Who ran it
ConvertPolo ran this test for CellBell and published the results (VWO case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on ConvertPolo →
How to run this test on your store
- Hypothesis
- If we show key specs in the first fold of the mobile product page, then more shoppers will add to cart because their main questions are answered without scrolling.
- Primary metric
- Revenue per visitor on mobile
- Guardrails
- Add-to-cart rate
- Return rate
- Product page bounce rate
- Who should test it
- Stores selling products where size, fit or capacity drive the decision, such as furniture or equipment. It matters less for simple products where specs are obvious.
Questions
Should product specs go above the fold on mobile?
For products where size and capacity matter, it often helps.
CellBell's bundled test with specs up top lifted revenue by 22.62%.
Do Best Seller badges increase conversions?
They can, by showing that other people chose the product.
In this test the badge was one of three changes, so its own effect is unknown.
Are image thumbnails worth adding on mobile product pages?
They make it quicker to jump between photos.
They are most useful when shoppers need to check a product from several angles.
Similar tests
@oliverkenyon@oliverkenyon@oliverkenyon@oliverkenyon@oliverkenyon@oliverkenyon