# Desktop product page redesign with CTA above the fold: +51% revenue

- Outcome: Won
- Page type: Product page (Ecommerce)
- Elements: Product images & gallery, Layout, fonts & visual design, Reviews & star ratings
- Test run by: [VWO](https://liftarchive.com/practitioners/vwo/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/hush-blankets/
- Page: https://liftarchive.com/test/hush-blankets-desktop-product-page-redesign/

A 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.

## Result

**+51% revenue**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Purchase conversion rate
- Guardrail: Return rate
- Guardrail: 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.

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Credit: VWO ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/hush-blankets-desktop-product-page-redesign/).
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.