# Product info grouped in an accordion: +15.21% conversion rate

- Outcome: Won
- Page type: Product page (Ecommerce)
- Elements: Layout, fonts & visual design
- Test run by: [Blend Commerce](https://liftarchive.com/practitioners/blend-commerce/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://blendcommerce.com/blogs/ab-tests-shopify/15-21-increase-in-conversion-rate
- Page: https://liftarchive.com/test/jacksons-pdp-accordion-info/

Grouping 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%.

## Result

**+15.21% conversion rate**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Add-to-cart rate
- Guardrail: Accordion open rate
- Guardrail: 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.

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Credit: Blend Commerce ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/jacksons-pdp-accordion-info/).
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.