'100% Merino Wolle' badge on product pages: +€232,500 a month
Test run byDRIP AgencyCRO agency
Commentary byLiftArchiveOur analysis, not theirsAdding a prominent '100% Merino Wolle' badge to Giesswein product pages added an estimated €232,500 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 badge was framed as a sign of quality rather than an eco claim, because DRIP's research found quality was the main reason people bought.
- Revenue: +€232,500 per month, as estimated by DRIP Agency. This was the largest single win in the Giesswein program.
- No percentage lift, conversion rate or revenue per user figure was shared for this test.
- The monthly figure is a projection from the test, not audited revenue.
The change
Material buried in the description vs a visible Merino wool badge
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Product pages mentioned the Merino wool only inside the product description, where many shoppers would not see it.
Variant
A clear '100% Merino Wolle' badge appeared on the product page itself, presented as a quality cue.
Why it likely won
Our reading of the result, not the practitioner's claim.
- The material is the product's main selling point. Moving it out of the description put it in front of every visitor.
- DRIP's research found that a first impression of quality drove purchases, so the badge spoke to the top reason to buy.
- A clear quality signal can help a premium price feel justified without a discount.
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 show our key material as a badge near the product title, then revenue per user will rise because shoppers see the main quality proof before they judge the price.
- Primary metric
- Revenue per user
- Guardrails
- Add-to-cart rate
- Return rate
- Average order value
- Who should test it
- Premium brands whose material or build is a real reason to buy, such as wool, leather or cashmere. It will likely do little if the material is common or not what shoppers care about.
Questions
Do material badges on product pages increase sales?
For Giesswein, a '100% Merino Wolle' badge was the program's biggest win, estimated at €232,500 a month.
It worked because the material was the core reason to buy.
Should a material badge stress quality or sustainability?
Giesswein framed it as quality, because research showed that was what buyers cared about most.
Check your own reviews and surveys to see which message matters to your customers.
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