Hid written reviews above the fold on PDP: +13.36% conversion
Test run byDave DiederenSyntra Labs
Commentary byLiftArchiveOur analysis, not theirsHiding written reviews from the top of the product page raised conversion rate by 13.36% in Dave Diederen's test. Revenue per visitor rose 23.05% and average order value rose 8.55%. They say the change has won in 8 of 10 tests across brands.
- Conversion rate: +13.36% (0.32% to 0.36%). The range was -9% to +40%.
- Revenue per visitor: +23.05% ($1.03 to $1.27). This was the primary metric.
- Average order value: +8.55% ($325.32 to $353.14).
- Across their tests, Dave Diederen reports 8 of 10 wins. Only this test's numbers were shown.
The change
The variant moves written reviews below the fold and keeps only the star rating up top.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Written customer reviews were shown above the fold on the product page, near the price, variant picker and add-to-cart button.
Variant
The written reviews were removed from above the fold. Star ratings near the title stay, and full reviews sit lower on the page.
Why it likely won
Our reading of the result, not the practitioner's claim.
- long review text above the fold pulls attention away from price, options and the buy button.
- reading reviews early can raise objections before the shopper has decided they want the product.
- star ratings still give a quick trust signal without taking up space.
Caveats: The base conversion rate is very low (0.32%), and all ranges cross zero, so this single result is not conclusive. Sample size and test length were not shared. The other tests in the 8 of 10 claim were not shown.
Who ran it
Dave Diederen (@DaveDiederen) shared this test on X. The numbers and screenshots are theirs.
View the original post on X
How to run this test on your store
- Hypothesis
- If we move written reviews below the fold and keep star ratings by the title, then more visitors will add to cart because the price, options and button get their full attention first.
- Primary metric
- Revenue per visitor
- Guardrails
- Add-to-cart rate
- Average order value
- Review section engagement
- Who should test it
- Stores that show review text or review carousels near the top of the product page, pushing the add-to-cart button down. Products where reviews are the main proof, like new or unfamiliar brands, may need them higher.
Questions
Should reviews be above the fold on a product page?
Star ratings, yes. Written reviews may hurt: hiding them from the top raised conversion rate 13.36% in this test.
Do product reviews always help conversion?
Reviews help as proof, but placement matters. Here the same reviews worked better lower on the page, after price and add to cart.
What should stay above the fold on a PDP?
This test points to images, title with stars, price, variant options and the add-to-cart button.
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