Rewritten product descriptions and bullets: +3.4% revenue per user
Test run byDRIP AgencyCRO agency
Commentary byLiftArchiveOur analysis, not theirsRewriting product descriptions and bullet points lifted revenue per user by 3.4%, from €27.41 to €28.33, for German snack and food brand KoRo.
DRIP Agency ran this A/B test (KRO-17) and published it in its KoRo case study.
The new copy aimed to make benefits, taste and usage faster to understand.
- Revenue per user: €27.41 to €28.33, a 3.4% lift.
- Revenue during the test: about €131,917 more than control.
- Conversion rate and order value were not shared separately.
The change
The variant rewrites bullets and description to make benefits, taste and usage clear.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Product pages used the original descriptions and bullet points.
Variant
Selected descriptions and bullets were rewritten so shoppers could quickly see the benefits, what the product tastes like, and how to use it.
Why it likely won
Our reading of the result, not the practitioner's claim.
- KoRo sells many products in large packs. Clearer copy lowers the effort of deciding whether a bigger purchase is worth it.
- DRIP's research found taste was the strongest positive buying driver. Copy that sets taste expectations answers a key question early.
- Scannable bullets let shoppers skim for what matters to them instead of reading long text.
Caveats: Test KRO-17. Revenue is the total during the test runtime, not an annual figure. DRIP Agency did not publish sample size, test length or statistical significance.
Who ran it
DRIP Agency ran this test for KoRo 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 rewrite product descriptions and bullets to state benefits, taste and usage plainly, then revenue per user will rise because shoppers can decide faster.
- Primary metric
- Revenue per user
- Guardrails
- Add-to-cart rate
- Return or complaint rate
- Conversion rate
- Who should test it
- Food, beauty and other consumable brands where shoppers worry about taste, feel or fit with their routine. It matters less when the product is a known commodity and shoppers only compare price.
Questions
Can rewriting product descriptions increase revenue?
Yes. In this KoRo test, clearer descriptions and bullets lifted revenue per user by 3.4%.
What should food product bullets cover?
Cover what the product does for the shopper, what it tastes like and how to use it. KoRo's rewrite focused on those three things.
Should I rewrite all product pages at once?
KoRo tested targeted pages first. Start with high-traffic products so you get a clear read before rolling out.
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