Easier-to-read science page: +19.6% revenue per visitor
Test run byClean CommitCRO agency
Commentary byLiftArchiveOur analysis, not theirsBreaking a science page's long paragraphs into short paragraphs, bullet points and visuals lifted revenue per visitor 19.6% and conversion rate 9.0%.
Clean Commit ran this test for an anonymized Shopify store and published it in its A/B test library.
The content stayed the same, only the formatting changed, and the evidence is a positive signal rather than proof.
- Revenue per visitor: +19.6%, the target metric, with a 77.7% probability of beating the original.
- Conversion rate: +9.0%, and orders: +15.0%.
- Add-to-cart rate: +10.9%.
- Bounce rate: -25.2%, so more visitors stayed on the page.
- Desktop conversion rate fell 13.2%, a negative signal, though on only 710 visitors.
The change
Same science content, reformatted into short text, bullets and visuals.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
A science page explaining the product in long paragraphs.
Variant
The same content, reformatted into short paragraphs and bullet points with supporting visuals.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Skeptical shoppers often check the science before buying, and short, scannable text helps them find the answer.
- Bullets and visuals lower the effort of reading dense material.
- Keeping the content unchanged meant the proof stayed the same, only easier to absorb.
Caveats: The sample was small: 4,018 visitors over 20 days, with a 77.7% probability on revenue per visitor, which is not significant. Desktop moved the other way.
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 reformat our science or how-it-works page into short paragraphs, bullets and visuals, then revenue per visitor will rise because skeptical shoppers find answers faster.
- Primary metric
- Revenue per visitor
- Guardrails
- Desktop conversion rate
- Bounce rate
- Add-to-cart rate
- Who should test it
- Stores selling products that need proof, such as supplements or wellness, with a dense explainer page. It matters less if few shoppers visit that page.
Questions
Does formatting alone change conversion?
It can. In this test the content stayed the same, and making it easier to scan came with a 19.6% lift in revenue per visitor.
How should I format a science or ingredients page?
Use short paragraphs, bullets for key claims and visuals where they help.
Put the answers to the most common doubts first.
Is a 77.7% probability enough to act on?
It's a signal, not proof. For a low-risk formatting change it can be a reasonable bet, but expect the real lift to be smaller.
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