Product info accordion and features carousel: +15.7% conversion
Test run byClean CommitCRO agency
Commentary byLiftArchiveOur analysis, not theirsMoving all product information into a closed, labelled accordion and turning a side-by-side features section into a swipeable carousel lifted conversion rate 15.7% and revenue per visitor 19.7%.
Clean Commit ran this test for an anonymized Shopify store and published it in its A/B test library.
We count it as inconclusive because the 16-day run did not reach significance, even though the agency reported a strong signal.
- Conversion rate: +15.7%, with a 99.5% probability of beating the original. The agency still says it did not reach significance.
- Revenue per visitor: +19.7%, and orders: +12.5%.
- Add-to-cart rate: +2.3% only, so most of the gain came after the add to cart.
- Desktop conversion rate rose 29.7%, against 11.2% on mobile.
- Bounce rate: -9.1%.
The change
The variant folds product info into an accordion and turns features into a carousel.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Product information shown openly on the page, with a features section laid out side by side.
Variant
Product information sat in an accordion with clear section labels, closed by default. The features became a swipeable carousel, each slide with a visual and short copy.
Why it likely came out this way
Our reading of the result, not the practitioner's claim.
- Collapsing long blocks of text can make the page feel less overwhelming and easier to scan.
- Clear labels let shoppers jump to the detail they care about.
- Pairing each feature with a visual may get key benefits across faster than side-by-side text.
Caveats: The test ran only 16 days and the agency says it did not reach significance, so we treat it as inconclusive. Two changes were tested together (accordion and carousel), and sample size was not shared.
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 product information into a labelled accordion and turn features into a visual carousel, then conversion will rise because a scannable page is easier to take in.
- Primary metric
- Conversion rate
- Guardrails
- Add-to-cart rate
- Revenue per visitor
- Accordion open rate
- Who should test it
- Stores with long, text-heavy product pages. If shoppers need to see key details to decide, such as sizing or ingredients, hiding them by default may hurt.
Questions
Do accordions on product pages hurt conversion?
Not in this test, where a closed accordion came with a 15.7% conversion lift.
Still, keep must-know details visible and use clear labels.
Why does a 99.5% probability not count as significant here?
The agency judged the 16-day run too short to call.
Early results can swing, so a longer run is needed before treating it as proven.
Are carousels a good way to show product features?
They can be, if each slide pairs one benefit with a visual.
Many visitors never swipe, so put the most important feature first.
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