Drain Field Cleaner product page redesign: +23.15% conversion
Test run byBlend CommerceCRO agency
Commentary byLiftArchiveOur analysis, not theirsA redesigned Drain Field Cleaner product page lifted conversion rate by 23.15% for septic care brand Dr Pooper.
Blend Commerce ran this A/B test in Intelligems.
Several changes shipped together, so the gain belongs to the redesign as a whole, not to any one element.
- Conversion rate: +23.15%, reported at 95% statistical significance.
- Revenue per visitor: +23.44%.
- Add-to-cart rate: +22.21%.
- Roughly 113 extra orders a month, by the case study's estimate.
The change
Value props, a featured review and tidier accordions move up the page.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The original page hid key buying content low down. Few mobile visitors reached the value props, the subscription fee or the reviews.
Variant
A redesigned page with a clearer above-the-fold layout, stronger value props, a featured review, easier-to-scan accordions and better product images, built with mobile and paid traffic in mind.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Most visitors landed straight on product pages from mobile and paid channels, so the first screen had to do the selling.
- Shoppers were already adding to cart but not finishing. Moving trust content like a featured review higher may have settled doubts sooner.
- Scannable accordions make product details easier to check without long scrolling on a phone.
Caveats: This was a bundled redesign: many changes were tested together, so the result can't be credited to any single element. Sample size and test length were not shared, and results were measured on this one product.
Who ran it
Blend Commerce ran this test for Dr Pooper and published the results (Blend Commerce case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Blend Commerce →
How to run this test on your store
- Hypothesis
- If we restructure a high-traffic product page so value props, a featured review and key buying details appear near the top, then conversion will rise because mobile visitors from paid ads see reasons to trust and buy before they leave.
- Primary metric
- Conversion rate on the tested product
- Guardrails
- Revenue per visitor
- Subscription uptake
- Bounce rate from paid traffic
- Who should test it
- Brands whose traffic lands mainly on one or two product pages from paid mobile ads. If you want to know which element matters, test changes one at a time instead of as a bundle.
Questions
Should I redesign a product page or test one change at a time?
A bundled redesign can find a big win quickly, as here.
But you won't know which change did the work, so follow up with smaller tests.
What should go above the fold on a mobile product page?
The source points to clear value props, the price and offer terms, and some proof such as a featured review.
Check heatmaps to see what visitors never reach.
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