Tabbed product details on PDP: +18.73% revenue per visitor
Test run byBlend CommerceCRO agency
Commentary byLiftArchiveOur analysis, not theirsPutting description, size and ingredients into tabs lifted revenue per visitor by 18.73% for Goat Milk Stuff.
Blend Commerce ran this three-week A/B/C test, which also tried a plain accordion.
The lift is promising but reached only around 70-80% significance, below the usual 95% bar.
- Revenue per visitor: +18.73% for the tabbed layout.
- Conversion rate: +11.17%.
- New visitors: +23.56% revenue per visitor. Returning visitors: +13.19% add-to-cart rate.
- Significance was around 70-80%, so treat these as a likely direction, not a proven result.
The change
The ingredients block and accordion are replaced by one tabbed section.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The product page showed a block of ingredients copy before an accordion of product information.
Variant
The winning version showed description, size and ingredients as tabs. A second variant used a plain accordion instead.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Tabs let shoppers jump between sections without scrolling, which may help on mobile.
- Removing the ingredients block from the top made the key buying details reach the top of the page faster.
- Clear labels like 'Size' and 'Ingredients' tell shoppers where to find answers.
Caveats: Significance hovered around 70-80%, below the usual 95% threshold. This was a three-week A/B/C test, and sample size was not shared.
Who ran it
Blend Commerce ran this test for Goat Milk Stuff and published the results (Blend Commerce A/B test). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Blend Commerce →
How to run this test on your store
- Hypothesis
- If we show product details in labelled tabs instead of a long copy block, then more visitors will buy because they can find the facts they need faster.
- Primary metric
- Revenue per visitor
- Guardrails
- Add-to-cart rate
- Checkout page visits
- Engagement with product details
- Who should test it
- Stores whose product pages carry several kinds of detail, like ingredients, sizes and usage. Plan for enough traffic to reach 95% significance; this test did not.
Questions
Are tabs or accordions better on product pages?
It depends on the audience. Here, tabs beat both the original and a plain accordion, but the result was not fully significant.
What does 70-80% significance mean?
It means the lift could still be due to chance more often than most testers accept.
The usual bar is 95%, so a retest or a longer run would give more confidence.
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