Cerus Gear product page rebuild: +14.9% conversion
Test run byVastaCRO agency
Commentary byLiftArchiveOur analysis, not theirsRebuilding the Cerus Gear product page from the ground up lifted conversion 14.9% and revenue per visitor 14.5%.
Vasta ran this test for the firearm accessories brand on its best-selling gun-cleaning mats.
It was a full redesign, so the result can't be credited to one change.
- Conversion rate: +14.9% at 95% confidence.
- Revenue per visitor: +14.5%.
- The agency estimates $4,216 more revenue per month.
- Sample size and duration were not shared.
The change
A dated page becomes a focused hero, proof beside the buy button and story sections in order.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
A years-old product page with the story out of order, a weak mobile experience and little proof.
Variant
A focused hero that answers why this mat, proof placed near the buying decision, story sections in the order shoppers ask questions, and faster loading.
Why it likely won
Our reading of the result, not the practitioner's claim.
- A hero that answers why this product gives shoppers a reason to keep reading.
- Proof placed where hesitation peaks can reduce doubt right before the add to cart.
- Faster loading and a cleaner mobile layout lose fewer visitors before the page appears.
Caveats: This was a bundled full-page redesign, so no single element can be credited. Sample size and duration were not shared.
Who ran it
Vasta ran this test for Cerus Gear and published the results (Vasta case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Vasta →
How to run this test on your store
- Hypothesis
- If we rebuild an old product page with a focused hero, proof near the buy button and a logical story order, then conversion will rise because shoppers get answers in the order they need them.
- Primary metric
- Conversion rate
- Guardrails
- Revenue per visitor
- Page load time
- Mobile bounce rate
- Who should test it
- Stores whose best-selling product page hasn't been redesigned in years. If your page is recent and already fast, smaller tests of single elements are a better next step.
Questions
Is a full product page redesign worth testing?
If the page is old and has several problems, a rebuild can win, as it did here with +14.9% conversion.
You just won't know which part drove it.
Where should proof go on a product page?
Near the add to cart button, where shoppers hesitate most.
Does page speed affect conversion?
Slow pages lose visitors before content appears. Speed was one of several changes in this rebuild.
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