Wool and care section on product pages: +€52,470 a month
Test run byDRIP AgencyCRO agency
Commentary byLiftArchiveOur analysis, not theirsAdding a dedicated section on wool properties and care instructions to Giesswein product pages added an estimated €52,470 in revenue per month.
DRIP Agency ran this test for Giesswein, an Austrian premium wool footwear brand, and published it as a case study on its own site.
The section aimed to show the wool as premium and long-lasting.
- Revenue: +€52,470 per month, as estimated by DRIP Agency.
- No percentage lift, conversion rate or revenue per user figure was shared.
- The monthly figure is a projection from the test, not audited revenue.
The change
No material section vs a section on wool properties and care
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Product pages had no section about the material or how to look after it.
Variant
A dedicated section on the product page explained the wool's properties and gave care instructions.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Care instructions answer a worry many buyers have about wool: will it last?
- Explaining what the material does supports a premium price.
- It built on the same quality theme as the Merino badge test, which DRIP's research had found to be the main purchase driver.
Caveats: DRIP Agency reported the result as extra monthly revenue in euros, with no sample size, test duration, confidence level or test date. It was one of many tests in a program that began in 2020.
Who ran it
DRIP Agency ran this test for Giesswein and published the results (DRIP Agency case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on DRIP Agency →
How to run this test on your store
- Hypothesis
- If we add a section on material properties and care to product pages, then revenue per user will rise because shoppers trust that the product will last and justify its price.
- Primary metric
- Revenue per user
- Guardrails
- Add-to-cart rate
- Scroll depth to the add-to-cart area
- Return rate
- Who should test it
- Brands selling products where material and durability matter, such as wool, leather or technical fabrics. It may not help low-cost or throwaway items where care is not a concern.
Questions
Should product pages include care instructions?
For Giesswein, a section on wool properties and care added an estimated €52,470 a month.
It helps most when buyers worry about durability.
Where should a material section go on a product page?
The source does not say exactly where it sat.
A common choice is below the description, close enough to the buy button that shoppers find it while deciding.
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