Key details pulled out of the PDP accordion: +50% CR, not significant
Test run byClean CommitCRO agency
Commentary byLiftArchiveOur analysis, not theirsPulling key product details out of a collapsed accordion and into visible sections lifted conversion rate 50.0% and revenue per visitor 35.6% on a Shopify store's product page.
Clean Commit ran this test and published it in its A/B test library.
We count it as inconclusive: the result was not statistically significant, and the biggest gains came from a small desktop sample.
- Revenue per visitor, the goal metric: +35.6%, with a 90.5% probability of beating the original. Promising, but not significant.
- Conversion rate: +50.0%, and orders +51.7%. Large numbers, but the test reached only 7,157 visitors.
- Average order value: -10.6%. More people bought, but each order was smaller.
- Click-through rate: +23.0%.
- Flag: the largest gains came from just 755 desktop visitors, so the headline lift is fragile.
The change
Key details move out of the accordion into visible sections; the accordion keeps secondary info.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The product page kept its key product details hidden inside a collapsed accordion. Shoppers had to open tabs to read them.
Variant
The key details moved into visible, easy-to-scan sections on the page. The accordion stayed for secondary content like full specifications, with larger headings, clearer labels and smoother transitions.
Why it likely came out this way
Our reading of the result, not the practitioner's claim.
- Shoppers often have one or two questions before buying. Showing the answers up front saves them a click they may never make.
- Clearer accordion labels may have helped people find the remaining details faster.
- A lift this size on a small sample is often partly noise. A rerun would likely show a smaller effect.
- The drop in order value hints that the new layout drew in buyers who purchased fewer or cheaper items.
Caveats: Not statistically significant across 7,157 visitors, and the biggest gains came from only 755 desktop visitors. Results are reported by the agency that ran the test.
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 move the most-asked product details out of the accordion into visible sections, then revenue per visitor will rise because shoppers get their key answers without extra clicks.
- Primary metric
- Revenue per visitor
- Guardrails
- Average order value
- Add-to-cart rate
- Mobile conversion rate
- Who should test it
- Stores whose product pages hide sizing, materials or usage details behind tabs. It matters less if your products are simple and need little explanation.
Questions
Do accordions hurt conversion on product pages?
Not always. They tidy up long pages, but hiding the details shoppers need most can slow them down.
A common approach is to show key facts openly and keep specs in an accordion.
Why is a 50% lift counted as inconclusive?
The test reached only 7,157 visitors and did not hit statistical significance.
Most of the gain came from 755 desktop visitors, which is too few to trust.
Which details should sit outside the accordion?
Start with what customers ask about most, from support tickets or reviews. Fit, materials and shipping are common candidates.
Similar tests
@oliverkenyon@oliverkenyon@oliverkenyon@oliverkenyon@oliverkenyon@oliverkenyon