# Skin-type comparison table on kit page: +22.8% revenue per visitor

- Outcome: Won
- Page type: Product page (Ecommerce)
- Elements: Comparison charts & tables, Navigation & mega menus
- Date shared: 2017-09
- Test run by: [Conversion Fanatics](https://liftarchive.com/practitioners/conversion-fanatics/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://conversionfanatics.com/leveraging-product-detail-comparisons-increase-conversions/
- Page: https://liftarchive.com/test/cf-skincare-kit-skin-type-comparison-table/

Replacing 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.

## Result

**+22.8% revenue per visitor**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Completed order rate
- Guardrail: Share of orders by product version
- Guardrail: 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.

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Credit: Conversion Fanatics ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/cf-skincare-kit-skin-type-comparison-table/).
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.