Desktop product page redesign with CTA above the fold: +51% revenue
Commentary byLiftArchiveOur analysis, not theirsA desktop product page redesign that moved the Add to Cart button into the first screen lifted revenue by 51.32% for Hush Blankets.
Wingify Services ran this A/B test, published as a VWO case study.
Six changes shipped together, so the gain belongs to the full redesign, not to any one element.
- Visits to the checkout page: +5.67%.
- Purchases (thank-you page visits): +33.15%.
- Revenue: +51.32%. The source projects about $720,000 extra a year, which is an estimate.
- Purchases grew far more than checkout visits, which suggests the shoppers reaching checkout were more committed. That gap is unusual and worth treating with some caution.
The change
Add to Cart moves into the first screen, with content folded into accordions.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The Hush Classic product page had a long description and reviews that pushed the Add to Cart button down the page. Shoppers spent a lot of time reading, and few clicked Add to Cart.
Variant
The image column stayed fixed while the text scrolled, with vertical thumbnails beside the main image. The installment-payment note got bigger, option boxes got smaller so the button sat in the first screen, the star rating moved under the title, and the description and reviews went into accordions.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Before the test, more than 70% of visitors dropped off on the product page. Putting the button in the first screen made the next step obvious.
- Accordions kept the long description and reviews available without forcing shoppers to scroll past them.
- A rating under the title and a clearer installment option answered two common questions, quality and cost, early on the page.
Caveats: Six changes were bundled, so no single element can be credited. The test ran for 15 days on desktop traffic for Canadian visitors; sample size and significance were not shared, and the data dates from around 2020.
Who ran it
VWO ran this test for Hush Blankets 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 VWO →
How to run this test on your store
- Hypothesis
- If we bring the Add to Cart button into the first screen and fold long content into accordions, then more shoppers will add to cart because the key action and key facts are visible without scrolling.
- Primary metric
- Add to cart rate
- Guardrails
- Purchase conversion rate
- Return rate
- Revenue per visitor
- Who should test it
- Stores selling considered, higher-priced products whose pages carry long copy above the buy button. If your button already sits in the first screen, or buyers need the full details before deciding, expect a smaller effect.
Questions
Does the Add to Cart button need to be above the fold?
Not always, but it helps when long content pushes it far down.
Hush Blankets saw purchases rise after a redesign that put it in the first screen, along with other changes.
Should product descriptions go in accordions?
Accordions keep pages short while leaving details one tap away.
Test it if heatmaps show shoppers reading for a long time without clicking Add to Cart.
Is a sticky image gallery worth adding?
A gallery that stays in view while the text scrolls keeps the product visible as shoppers read.
It was one of six changes here, so its own effect is unknown.
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