Product page rework with size finder and video: +8.1% CR, flat
Test run byClean CommitCRO agency
Commentary byLiftArchiveOur analysis, not theirsA product page rework, with a more prominent 'Find your size' button, a shorter intro, a higher accordion and a lifestyle video, lifted conversion rate 8.1% and revenue per visitor 11.9%.
Clean Commit ran this test for an anonymized Shopify store and published it in its A/B test library.
We count it as inconclusive: with 7,289 visitors the variant had a 68.6% probability of winning, and mobile and desktop moved in opposite directions.
- Conversion rate: +8.1%, with a 68.6% probability of beating the original and 20% statistical power. Not significant.
- Revenue per visitor: +11.9%, with orders +7.1% and average order value +3.6%.
- Mobile conversion rate +27.0%, but desktop -11.9%. Negative on desktop.
- Add-to-cart rate: -4.7%. Negative, even as more visitors bought.
The change
Bolder size finder, shorter intro, higher accordion and a new lifestyle video.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The store's original product page.
Variant
The 'Find your size' button was made more prominent, the intro description shortened, the accordion moved higher, and a lifestyle video of the product in use was added.
Why it likely came out this way
Our reading of the result, not the practitioner's claim.
- A prominent size finder may have eased fit worries, which are a common reason shoppers hesitate on apparel.
- A shorter intro and a higher accordion put key details within reach on mobile, where scrolling is costly.
- On desktop the video or new layout may have added distraction, which could explain the drop there.
- Four changes shipped together, so we can't tell which one helped and which one hurt.
Caveats: Underpowered: 7,289 visitors, 20% power and a 68.6% probability to beat the original, so it is a signal only. Several changes shipped together, and desktop and mobile split.
Who ran it
Clean Commit ran this test for a Shopify store (anonymized) and published the results (Clean Commit A/B test library). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Clean Commit →
How to run this test on your store
- Hypothesis
- If we make the size finder more prominent, shorten the intro, move the accordion up and add a lifestyle video, then conversion rate will rise because key information and proof are easier to find.
- Primary metric
- Conversion rate, split by device
- Guardrails
- Desktop conversion rate
- Add-to-cart rate
- Return rate for fit
- Who should test it
- Apparel and other sized-product stores with mostly mobile traffic. Retest one change at a time with more traffic, and keep desktop separate since it went negative here.
Questions
Does a more prominent size finder help conversion?
It can ease fit worries for clothing and shoes.
In this test it shipped with three other changes, so its own effect is unknown.
Do lifestyle videos on product pages increase sales?
Sometimes. They show the product in use, but they can also slow the page or distract, so test them on their own and by device.
What does 20% statistical power mean?
It means the test had only about a one-in-five chance of detecting a real effect of the expected size. The result needs a larger retest.
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