Reviews at top plus sticky add to cart: +72.90% conversion rate
Commentary byLiftArchiveOur analysis, not theirsAn enhanced reviews section at the top of the product page, paired with a sticky add-to-cart button, raised ecommerce conversion rate by 72.90%.
ConvertPolo ran this A/B test for hydrogen water bottle brand Evolv, and it was published as a VWO case study.
The winner combined two changes, so the lift can't be credited to either one alone.
- Add-to-cart clicks: +17.54% for variant 1.
- Ecommerce conversion rate: +72.90%.
- Thank-you page visits, a proxy for purchases: +43.43%.
- Results for variant 2 were not shared, so the gap between top and lower review placement is unknown.
The change
An enhanced reviews section at the top plus a sticky add-to-cart button.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The product page had a basic reviews section and a static add-to-cart button.
Variant
Variant 1 put an enhanced reviews section at the top and added a sticky add-to-cart button. Variant 2 placed the reviews below the description with the same sticky button; variant 1 won.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Evolv sells a premium product, and reviews up top give proof of value before shoppers lose interest.
- A sticky button keeps the buy action in reach as shoppers scroll through details.
- Since variant 1 beat variant 2 and both had the sticky button, review placement likely mattered, though the numbers weren't published.
Caveats: The winner bundled two changes, and variant 2's results were not given. No sample size or duration for this test was shared; results were judged with Bayesian statistics.
Who ran it
ConvertPolo ran this test for Evolv and published the results (VWO case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on ConvertPolo →
How to run this test on your store
- Hypothesis
- If we move a stronger reviews section to the top of the product page and make the add-to-cart button sticky, then more shoppers will buy because they see proof early and can act at any point.
- Primary metric
- Product page conversion rate
- Guardrails
- Add-to-cart rate
- Revenue per visitor
- Return rate
- Who should test it
- Brands with premium or unfamiliar products and plenty of good reviews. If your reviews are few or mixed, putting them at the top may hurt.
Questions
Should reviews go at the top of a product page?
In this test, reviews at the top beat reviews below the description when both had a sticky add-to-cart button. The exact gap was not published.
Does a sticky add-to-cart button increase sales?
It often helps on long pages, and here it was part of a winner that lifted conversion rate by 72.90%.
Because it was bundled with a reviews change, its own effect is unknown.
How do I test two changes at once?
Add a variant that changes only one thing, as Evolv did by keeping the sticky button in both variants.
That lets you see which change drives the result.
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