# Application-time matrix instead of a general claim: +3.2% purchases

- Outcome: Won
- Page type: Other (Ecommerce)
- Elements: Benefit, problem, how-it-works & results sections
- Test run by: [DRIP Agency](https://liftarchive.com/practitioners/drip-agency/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://dripagency.de/case-studies/beauty-tech-product-selection
- Page: https://liftarchive.com/test/drip-beautytech-application-time-matrix/

Replacing a general statement about how long the product takes to use with a compact matrix of application times per body area lifted purchases by 3.2%. DRIP Agency ran the test for a DTC beauty-tech brand and published it as a case study. The win was declared by a manager decision rather than by a clear statistical result.

## Result

**+3.2% purchases**

- Purchases: +3.2% against the control.
- The result was labeled a winner by manager decision in DRIP's testing tool, not as a clear statistical win.
- The tested code was handed over for permanent use on the site.
- Significance and sample size were not shared.

## Control

The page gave a general statement about how long application takes.

## Variant

A compact matrix listed application times for different body areas. Shoppers could see the time commitment for the area they cared about.

## Why it likely won (our reading)

- Research for this brand found shoppers unsure how the routine would fit their day. Concrete times answer that question directly.
- Specific numbers are easier to trust than a broad claim, and they let each shopper check the area they care about.
- The matrix is compact, so it adds clarity without making a long page longer by much.

## Caveats

The win was a manager decision, not a clear statistical result, and significance and sample size were not shared. The page type was not stated.

## How to run this test

- Hypothesis: If we replace a general time claim with a matrix of times per use case, then purchases will rise because shoppers can judge the time commitment for their own needs.
- Primary metric: Purchases (conversion rate)
- Guardrail: Revenue per visitor
- Guardrail: Add-to-cart rate
- Guardrail: Scroll depth to the buy button
- Who should test it: Brands whose products need ongoing effort, such as devices, treatments or routines, where time is a real worry. Run it long enough to reach significance. It is unlikely to matter if use is quick or time is not a buying concern.

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Credit: DRIP Agency ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/drip-beautytech-application-time-matrix/).
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.