# Product overview expanded by default: +4.6% conversion rate

- Outcome: Won
- Page type: Product page (Ecommerce)
- Elements: Layout, fonts & visual design, Headlines, product titles & copy
- Test run by: [Visually](https://liftarchive.com/practitioners/visually/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://visually.io/public/case-studies/dime
- Page: https://liftarchive.com/test/dime-pdp-overview-expanded-by-default/

Opening 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.

## Result

**+4.6% conversion rate**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Add-to-cart rate
- Guardrail: 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.

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Credit: Visually ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/dime-pdp-overview-expanded-by-default/).
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.