Product info grouped in an accordion: +15.21% conversion rate
Test run byBlend CommerceCRO agency
Commentary byLiftArchiveOur analysis, not theirsGrouping product information into an organised accordion lifted conversion rate by 15.21% on Jackson's product pages.
Blend Commerce ran this A/B test for the snack food brand.
Checkout visits rose 7.33% and add-to-cart clicks 6%.
- Conversion rate: +15.21%.
- Checkout visits: +7.33%.
- Add-to-cart clicks: +6%.
- Average session duration: +22%. Shoppers spent longer on site, which here went along with more orders.
The change
The variant replaces long product info sections with one accordion.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Product information was spread across a large section of the product page, so shoppers had to scroll through it to find specific details.
Variant
The same information was grouped into a single accordion menu, with each topic in its own expandable section.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Shoppers were looking for specific details. Labelled accordion sections let them jump straight to the one they need.
- Collapsing long text shortens the page, so the buy button and key content are easier to reach.
- Competitors already used this layout, so it may match what shoppers expect.
Caveats: Sample size, duration and confidence were not shared.
Who ran it
Blend Commerce ran this test for Jackson's and published the results (Blend Commerce A/B test). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Blend Commerce →
How to run this test on your store
- Hypothesis
- If we group product information into a labelled accordion, then more shoppers will buy because they can find the details they need without scrolling through long text.
- Primary metric
- Conversion rate on product pages
- Guardrails
- Add-to-cart rate
- Accordion open rate
- Organic search traffic to product pages
- Who should test it
- Stores whose product pages carry a lot of detail, such as ingredients, nutrition or specs, laid out as one long block. Less useful if your product info is already short.
Questions
Do accordions on product pages hurt conversions?
Not in this test. Grouping information into an accordion raised conversion rate by 15.21%, because shoppers could find details faster.
Are accordions bad for SEO?
Content inside accordions is still in the page code and can be indexed.
Blend reported the change helped SEO, though no figures were given.
What should go in a product page accordion?
Details shoppers look up but do not all need, such as ingredients, nutrition, delivery and returns. Keep the main selling points visible.
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