# Removing cross-sell links from product pages: +5.6% orders

- Outcome: Won
- Page type: Product page (Ecommerce)
- Elements: Upsells & cross-sells
- Test run by: [Drukwerkdeal](https://liftarchive.com/practitioners/drukwerkdeal/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/drukwerkdeal/
- Page: https://liftarchive.com/test/drukwerkdeal-remove-cross-sell-links-pdp/

Drukwerkdeal removed the cross-sell text links from its product pages and saw a 5.6% rise in completed orders. The Dutch online printing shop ran the test itself, and it was published as a VWO case study. The test covered more than 14,000 visitors over two weeks on selected product categories.

## Result

**+5.6% orders**

- Completed orders: +5.6% for the version without cross-sell links.
- The variant did better for both new and returning visitors and across traffic sources, especially organic and direct.
- Average order value, products per order and add-to-cart were also tracked, but results for those were not shared.

## Control

Product pages showed green cross-sell text links under the product description. Paul, who led the test, felt the messages were not convincing and might distract buyers.

## Variant

The cross-sell links were removed. Everything else on the product page stayed the same.

## Why it likely won (our reading)

- The links pulled attention away from the product the visitor was already looking at.
- Weak cross-sell messages can add noise without giving a good reason to buy more.
- A cleaner page makes the next step, ordering, easier to see.

## Caveats

More than 14,000 visitors over two weeks, on a few product categories only. No confidence level was shared.

## How to run this test

- Hypothesis: If we remove weak cross-sell links from product pages, then more visitors will complete an order, because the page will focus on the product they came for.
- Primary metric: Completed orders
- Guardrail: Average order value
- Guardrail: Products per order
- Guardrail: Add-to-cart rate
- Who should test it: Stores whose product pages carry plain text cross-sell links that few people click. If your cross-sells are well targeted and drive a meaningful share of revenue, test against order value, not just orders.

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Credit: Drukwerkdeal ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/drukwerkdeal-remove-cross-sell-links-pdp/).
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.