# Buy box moved to first screen with fit and contents info: +12% RPV

- Outcome: Won
- Page type: Product page (Ecommerce)
- Elements: Layout, fonts & visual design, Sticky add-to-cart bars, FAQ sections
- Test run by: [Convertibles](https://liftarchive.com/practitioners/convertibles/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://convertibles.dev/blogs/case-studies/product-page-above-the-fold-buy-box-case-study
- Page: https://liftarchive.com/test/intimate-wellness-pdp-buy-box-above-fold/

Moving 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.

## Result

**+12% RPV**

- 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.

## 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)

- 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.

## How to run this test

- 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)
- Guardrail: Conversion rate
- Guardrail: Average order value
- Guardrail: 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.

---

Credit: Convertibles ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/intimate-wellness-pdp-buy-box-above-fold/).
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.