# Health example in premium kit copy: +10% revenue per session

- 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-health-examples-copy/

Adding a real-life health scenario to the premium kit's product copy lifted revenue per session by 10%, with the least severe example winning. Embark ran this test on its own dog DNA kit product page, and it was published as a VWO case study. The winning version also raised conversion rate by 7% and average order value by $9.

## Result

**+10% revenue per session**

- Conversion rate: +7% for the less-severe example, so more visitors bought a kit.
- Average order value: +$9, which suggests more buyers chose the premium kit over the baseline kit.
- Revenue per session: +10%. Embark treats this as a primary KPI because it combines conversion rate and order value.
- Only the winning variation's numbers were shared. Results for the more severe and middle examples were not given.

## Control

The premium kit product copy described the extra genetic health information without a concrete example of when an owner might need it.

## Variant

The copy added a real scenario where knowing the dog's health details would matter. Three versions ran, from a more severe example to a less severe one, and the less severe example won.

## Why it likely won (our reading)

- An example makes an abstract benefit concrete. Owners can picture when the extra health data would be useful.
- A milder scenario may feel relevant to more owners. A severe one can feel unlikely or upsetting, which may push people away.
- The premium kit's main difference is health information, so making that benefit vivid speaks straight to the upgrade decision.
- This built on an earlier Embark test where more clinical copy beat emotional copy, so the team already knew which tone fit its buyers.

## Caveats

This was a test with three variations, and only the winner's numbers were shared; no sample size, duration or significance level was given. It was a follow-up to an earlier test on clinical versus emotional copy.

## How to run this test

- Hypothesis: If we add a realistic, everyday example of when the premium version's extra feature matters, then more visitors will choose the premium option because they can picture the benefit in their own life.
- Primary metric: Revenue per session
- Guardrail: Conversion rate
- Guardrail: Share of orders on the premium version
- Guardrail: Refund or return rate
- Who should test it: Stores that sell a basic and a premium version where the premium benefit is hard to picture, such as health, insurance-like or diagnostic products. It is less likely to matter when the upgrade is obvious, like a bigger size.

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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-health-examples-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.