Skin-type comparison table on kit page: +22.8% revenue per visitor
Test run byConversion FanaticsCRO agency
Commentary byLiftArchiveOur analysis, not theirsReplacing a step-by-step breakdown with a table comparing benefits by skin type lifted completed orders by 10.1% and revenue per visitor by 22.8%.
Conversion Fanatics ran this A/B test for a skincare company selling a 3-step kit in three skin-type versions.
The variant also added an on-page sub-menu linking to the science, the formula and reviews.
- Completed orders: +10.1% against the control.
- Revenue per visitor: +22.8%, so the gain carried through to money, not just order count.
- The agency also reported more engagement and clicks on heatmaps.
- The test was read after about 2,400 unique visitors and 126 conversions. That is a small sample, so treat the size of the lift with care.
The change
Step breakdown and proof become a skin-type comparison table plus a sub-menu.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The middle of the kit page walked through each step of the 3-step system and showed some proof elements. Shoppers picked their skin-type option lower down.
Variant
The steps and proof were replaced with a table showing the benefit of each step for each skin type. A sub-menu was added so shoppers could jump to the science, the formula and reviews.
Why it likely won
Our reading of the result, not the practitioner's claim.
- With three versions of one kit, the main question is which one fits me. A table answers that at a glance.
- Comparing benefits side by side helps shoppers feel sure they picked the right option.
- The sub-menu kept reviews and the science one tap away, so proof was not lost when the proof section was removed.
Caveats: About 2,400 visitors and 126 conversions is a small sample, and no confidence level was shared. The table and the sub-menu changed together, and the page had already been through several earlier rounds of testing.
Who ran it
Conversion Fanatics ran this test for a skincare company selling a 3-step kit for different skin types and published the results (Conversion Fanatics blog case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Conversion Fanatics →
How to run this test on your store
- Hypothesis
- If we replace a step-by-step product breakdown with a table comparing benefits by skin type, then more shoppers will order because choosing the right version gets easier.
- Primary metric
- Revenue per visitor
- Guardrails
- Completed order rate
- Share of orders by product version
- Returns or exchanges for wrong version
- Who should test it
- Stores selling one product in a few versions for different needs, such as skin type or hair type. It matters less if you sell a single version or if shoppers already know which one they need.
Questions
Do comparison tables help when a product comes in several versions?
They often do. In this test a table comparing benefits by skin type raised revenue per visitor by 22.8%, though on a small sample.
Is it safe to remove social proof from a product page?
It is risky to remove it outright. Here the reviews stayed reachable through a sub-menu, which may be why the page did not lose trust.
How many conversions do I need before trusting a test?
More than this test had is safer. With around 126 conversions, a lift can shrink or vanish with more data, so run until you hit a sample size planned in advance.
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