# Key details pulled out of the PDP accordion: +50% CR, not significant

- Outcome: Flat / inconclusive
- Page type: Product page (Ecommerce)
- Elements: Layout, fonts & visual design, FAQ sections
- 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/restructured-product-page-accordion-layout/
- Page: https://liftarchive.com/test/cleancommit-restructured-product-page-accordion-layout/

Pulling 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.

## Result

**+50% CR, not significant**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Average order value
- Guardrail: Add-to-cart rate
- Guardrail: 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.

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Credit: Clean Commit ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/cleancommit-restructured-product-page-accordion-layout/).
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.