Product overview expanded by default: +4.6% conversion rate
Test run byVisuallyTesting and CRO tool
Commentary byLiftArchiveOur analysis, not theirsOpening the overview section on product pages by default, instead of leaving it collapsed, lifted conversion rate by 4.6% for DIME Beauty.
Visually ran the test and published it as a case study.
- Conversion rate: +4.6% for the variant.
- An earlier test that hid educational content on collection pages lost. No number was shared for it.
- No sample size or confidence level was shared.
The change
The overview section starts open instead of collapsed.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Product pages with the overview section collapsed, so shoppers had to tap to read it.
Variant
The same overview section, open by default.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Skincare shoppers want to know what a product does before buying. Visible content answers that without a tap.
- Many shoppers never open collapsed sections, so the information was easy to miss.
- The earlier losing test points the same way: for this brand, hiding information hurt.
Caveats: This followed an earlier losing test that hid educational content on collection pages (no figure given). Visually doesn't share the sample size, test length or statistical significance, and the figure comes from the vendor's own marketing.
Who ran it
Visually ran this test for DIME Beauty and published the results (Visually case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Visually →
How to run this test on your store
- Hypothesis
- If we show the product overview open by default, then conversion rate will rise because shoppers see key product information without extra effort.
- Primary metric
- Conversion rate
- Guardrails
- Add-to-cart rate
- Scroll depth to the buy button on mobile
- Who should test it
- Brands whose products need explaining, such as skincare or supplements. If your overview is long, opening it may push other content too far down. Test a shorter version first.
Questions
Should product page accordions be open or closed?
It depends on the content. In this test, opening the main overview helped.
Less important sections, such as shipping details, can usually stay collapsed.
Does expanding content hurt mobile pages?
It can push other content down. Check that key elements like reviews are still easy to reach.
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