Mobile product page redesign at iTokri: +19.97% conversion rate
Commentary byLiftArchiveOur analysis, not theirsA redesigned mobile product page with visible reviews, a sticky add-to-cart button and a better image gallery lifted iTokri's conversion rate by 19.97%.
ConvertPolo ran this test for iTokri, a handcrafted goods store, and it was published as a VWO case study.
Several changes shipped together, so the result belongs to the whole redesign, not any one element.
- Add-to-cart rate: +15.16%.
- Conversion rate: +19.97%.
- Revenue: +19.87%, in line with the conversion lift.
- All three figures reflect the full bundle of changes together.
The change
Reviews, thumbnails, navigation and a sticky add-to-cart added together.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The mobile product page showed a main image, basic details and the price. Reviews, thumbnails and a strong buy button were missing or hard to reach.
Variant
Reviews and ratings were made prominent, the add-to-cart button became sticky, and the gallery got thumbnails. The page also added product-related navigation and a cleaner mobile layout.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Reviews from other buyers help with handmade items, where shoppers can't judge quality in person.
- A sticky button keeps the next step in reach on a long mobile page.
- Thumbnails let shoppers see more angles of a craft product before deciding.
- We can't tell from this test which of these did the most work.
Caveats: This was a bundled test: five changes shipped at once, so no single element can take credit. No sample size, test duration or significance level was published.
Who ran it
ConvertPolo ran this test for iTokri 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 ConvertPolo →
How to run this test on your store
- Hypothesis
- If we make reviews visible, add a sticky add-to-cart button and improve the gallery on mobile product pages, then more visitors will buy, because they get proof, detail and an easy next step in one place.
- Primary metric
- Mobile conversion rate from product page sessions
- Guardrails
- Add-to-cart rate
- Revenue per visitor
- Return rate
- Who should test it
- Stores whose mobile product pages lack reviews or a reachable buy button. If you want to know which change matters, test the pieces one at a time instead of as a bundle.
Questions
Does a sticky add-to-cart button increase sales on mobile?
It often helps on long mobile pages. In this test it shipped alongside reviews and a new gallery, so its own effect is unknown.
Should I test product page changes one at a time?
Bundling can show a big win faster, as it did here.
Testing one change at a time tells you which part works, which helps you apply it elsewhere.
Where should reviews sit on a mobile product page?
Near the title and price, with a star rating that links to the full reviews, is a common layout to try.
Similar tests
@oliverkenyon@oliverkenyon@oliverkenyon@oliverkenyon@oliverkenyon@oliverkenyon