Decluttered mobile product page: +5.16% Add to Bag clicks
Commentary byLiftArchiveOur analysis, not theirsRemoving the shipping and authentication sections from the mobile product page lifted Add to Bag clicks by 5.16%.
GoodwillFinds, an online thrift store, ran this A/B test itself and published it as a VWO case study.
Place Order clicks also rose slightly, so the change did not hurt purchases further down.
- Add to Bag clicks on mobile: +5.16%.
- Place Order clicks: slightly up. The exact figure was not shared, but the team tracked it to make sure the change did no harm.
- Desktop behavior was virtually unchanged, since the test only touched the mobile page.
The change
Shipping and authentication sections removed; More Like This moved up after product details.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The mobile product page showed the same content as desktop, including sections on shipping, returns and authentication. Shoppers had to scroll a long way to reach the Add to Bag button.
Variant
The shipping and authentication sections were removed, while product details and the Add to Bag button stayed the same. The More Like This section moved up to sit right after the product details.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Less content between the images and the button means less scrolling on a small screen.
- Shipping and authentication details matter, but most shoppers don't need to read them before deciding to add an item.
- Moving More Like This higher gives shoppers who aren't sold on one item a quick path to similar ones, which suits a thrift catalog of one-off items.
Caveats: The test ran for only 8 days on mobile traffic, and no sample size or confidence level was shared. Add to Bag clicks are an early funnel step, not purchases.
Who ran it
GoodwillFinds ran this test for GoodwillFinds 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 GoodwillFinds →
How to run this test on your store
- Hypothesis
- If we remove secondary information sections from the mobile product page, then more shoppers will tap Add to Bag because the button and key details are easier to reach.
- Primary metric
- Add to cart (Add to Bag) clicks on mobile product pages
- Guardrails
- Orders placed per visitor
- Return rate or returns-related support contacts
- Clicks on recommended products
- Who should test it
- Mobile-heavy stores whose product pages carry long policy or information blocks above or around the buy button. It may backfire where trust details drive the decision, such as authenticity for luxury resale, unless the information stays reachable elsewhere.
Questions
Should I remove shipping information from my product page?
Not necessarily. This test removed long sections on mobile, but shoppers still need to find shipping costs somewhere, such as the cart or a short link.
Is an 8-day test long enough?
It's on the short side. A full week or two covers weekday and weekend patterns, and short tests can overstate small lifts.
Why test mobile and desktop separately?
Small screens make long pages costlier to scroll, so a change that helps mobile may do nothing on desktop, as happened here.
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