# Product page redesign with testimonials: -10.0% revenue per visitor

- Outcome: Lost
- Page type: Product page (Ecommerce)
- Elements: Social proof, authority & press, Benefit, problem, how-it-works & results sections, Layout, fonts & visual design
- Test run by: [Clean Commit](https://liftarchive.com/practitioners/clean-commit/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://cleancommit.io/ab-tests/product-page-redesigned-with-testimonials-and-a-how-it-works-section/
- Page: https://liftarchive.com/test/cleancommit-product-page-redesigned-with-testimonials-and-a-how-it-wor/

A bundled product page redesign, with a simpler top section, short testimonials above the fold and a how-it-works explainer, cut revenue per visitor by 10.0% and conversion rate by 9.0%. Clean Commit ran this test for an anonymized Shopify store and published it in its A/B test library. Several changes shipped together, so the loss cannot be pinned on any one of them.

## Result

**-10.0% revenue per visitor**

- Revenue per visitor: -10.0%, the main metric. The original had an 84.5% probability of performing better.
- Conversion rate: -9.0%, and orders fell 8.8%.
- Add-to-cart rate: -5.6%, and average order value fell 2.2%.
- By device: mobile drove the loss, with conversion down 11.5%. Desktop revenue per visitor rose 6.7%.

## Control

The original product page, with its existing top section and no testimonials or how-it-works section.

## Variant

The top was simplified around the gallery, title, price, size selector and add-to-cart button, with two or three short testimonials above the fold. A visual how-it-works section was added below the main product content.

## Why it likely lost (our reading)

- On mobile, testimonials above the fold may have pushed the price or add-to-cart button further down.
- Simplifying the top may have removed details that shoppers were using to decide.
- Desktop has room for the extra content, which could explain why it did better there.

## Caveats

This was a bundled change, so no single element can be credited or blamed. An 84.5% probability is a strong signal but not full significance, and sample size and duration were not shared.

## How to run this test

- Hypothesis: If we add short testimonials above the fold and a how-it-works section, then add-to-cart rate will rise because shoppers get reassurance and key facts sooner.
- Primary metric: Revenue per visitor
- Guardrail: Mobile conversion rate
- Guardrail: Add-to-cart rate
- Guardrail: Average order value
- Who should test it: Stores whose product needs explaining and whose page lacks social proof near the top. Test one change at a time, and watch mobile closely if the top of the page gets longer.

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Credit: Clean Commit ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/cleancommit-product-page-redesigned-with-testimonials-and-a-how-it-wor/).
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.