Buy box moved to first screen with fit and contents info: +12% RPV
Test run byConvertiblesCRO agency
Commentary byLiftArchiveOur analysis, not theirsMoving price and add to cart onto the first screen, adding a sticky add-to-cart bar and listing what's in the box lifted revenue per visitor 12% among visitors who clicked add to cart.
Convertibles ran this test for a DTC intimate wellness brand.
Several changes shipped together in the winning version, so the lift can't be credited to any single one.
- Revenue per visitor: +12% with a 97% probability of beating control.
- Orders: 872 for the winner vs 811 for control, over 12 days.
- Each of the four versions stacked one more layer on the last, and the fullest version came out ahead.
- The 12% covers only visitors who clicked add to cart, not everyone who saw the page.
The change
Video swapped for a gallery, buy box moved to the top, contents list and sticky bar added.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The hero product page opened with a full-width video and no price. The buy box sat about five screens down.
Variant
An image gallery replaced the video, and price, discount and add to cart moved right under the badges, with a sticky add-to-cart bar. It also had a new gallery order, new description, an open 'What's included' section and a closed 'Fit and feel' section.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Showing the price on the first screen lets shoppers know what they're deciding on before they scroll.
- A sticky bar keeps the button in reach once the top buy box scrolls away.
- Reviews named fit and box contents as top worries, and the winner answered them next to the button.
- Keeping the video as a gallery slide saved it for those who want it without pushing the price down.
Caveats: Many changes shipped together, the test ran 12 days with under 1,000 orders per arm, and the metric only counts add-to-cart clickers, a group the change itself affects. Treat it as a strong signal, not a sitewide lift.
Who ran it
Convertibles ran this test for a DTC intimate wellness brand and published the results (Convertibles case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Convertibles →
How to run this test on your store
- Hypothesis
- If we put price and add to cart on the first screen and answer the top buying worry beside them, then more visitors will buy because they no longer have to hunt for the button or the answer.
- Primary metric
- Revenue per visitor (all visitors)
- Guardrails
- Conversion rate
- Average order value
- Return rate
- Who should test it
- Stores whose product pages open with a big video or banner and hide the price below the fold, especially on mobile. Pages that already show price and button up top won't gain much.
Questions
Should price and add to cart be above the fold?
In this test, moving them to the first screen was the base of the winning version.
It lifted revenue per visitor 12% for cart clickers.
Does a hero video hurt product page sales?
It can if it pushes the buy box down.
Here the video moved into the gallery as one slide, so it stayed easy to find.
What should go next to the add to cart button?
The answer to the main worry in your reviews.
For this product that was fit and what comes in the box.
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