# Rewritten product descriptions and bullets: +3.4% revenue per user

- Outcome: Won
- Page type: Product page (Ecommerce)
- Elements: Headlines, product titles & copy
- 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/koro
- Page: https://liftarchive.com/test/drip-koro-pdp-description-bullets-rewrite/

Rewriting 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.

## Result

**+3.4% revenue per user**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Add-to-cart rate
- Guardrail: Return or complaint rate
- Guardrail: 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.

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Credit: DRIP Agency ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/drip-koro-pdp-description-bullets-rewrite/).
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.