# Clinical product copy on dog DNA kit: +4% conversion, +1% revenue

- Outcome: Won
- Page type: Product page (Ecommerce)
- Elements: Headlines, product titles & copy
- Test run by: [Embark](https://liftarchive.com/practitioners/embark/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/embark-veterinary-optimizes-product-pages-to-drive-growth/
- Page: https://liftarchive.com/test/embark-premium-kit-clinical-copy/

Clinical-style product copy on Embark's premium dog DNA kit page raised conversion rate by 4%, though average order value fell 3.5%, leaving revenue per session up 1%. Embark ran this test and it was published as a VWO case study, originally an AB Tasty customer story. Clinical copy beat emotional copy and a blend of the two.

## Result

**+4% conversion, +1% revenue**

- Conversion rate rose 4% with the clinical copy.
- Average order value fell 3.5%, a negative result worth watching.
- Revenue per session rose 1%, as the conversion gain outweighed the lower order value.
- Only the winning version's numbers were shared. The emotional and blended results weren't given.

## Control

The existing product copy describing the genetic-health benefits of Embark's premium dog DNA test kit.

## Variant

Three copy versions were tested: emotional, clinical, and a balance of both. The clinical version, focused on factual health detail, won.

## Why it likely won (our reading)

- People buying a health DNA test want to know what it will tell them. Clear, factual copy answers that.
- Embark is a science-led brand, so clinical language fits what buyers expect from it.
- The drop in order value may mean the copy pulled in buyers who chose fewer add-ons. The source doesn't say.

## Caveats

A test with three variations, where only the winner's figures were shared, and no sample size, duration or confidence was given. The net revenue gain is small at 1%.

## How to run this test

- Hypothesis: If we rewrite our product copy in a clear, clinical style instead of an emotional one, then conversion rate will rise because buyers of health products want facts they can trust.
- Primary metric: Revenue per session
- Guardrail: Average order value
- Guardrail: Conversion rate
- Guardrail: Upgrade or add-on take rate
- Who should test it: Brands selling health, science or diagnostic products, where trust comes from facts. For gifts or lifestyle products, emotional copy may do better.

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Credit: Embark ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/embark-premium-kit-clinical-copy/).
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.