# Decluttered mobile product page: +5.16% Add to Bag clicks

- Outcome: Won
- Page type: Product page (Ecommerce)
- Elements: Layout, fonts & visual design, Shipping & delivery messaging
- Test run by: [GoodwillFinds](https://liftarchive.com/practitioners/goodwillfinds/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/goodwillfinds/
- Page: https://liftarchive.com/test/goodwillfinds-mobile-pdp-declutter/

Removing 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.

## Result

**+5.16% Add to Bag clicks**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Orders placed per visitor
- Guardrail: Return rate or returns-related support contacts
- Guardrail: 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.

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Credit: GoodwillFinds ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/goodwillfinds-mobile-pdp-declutter/).
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.