Nutrition info on the product page: +11% conversion rate
Test run byBlend CommerceCRO agency
Commentary byLiftArchiveOur analysis, not theirsJackson's added nutritional information to its product pages, and conversion rate rose 11% in an A/B test.
Blend Commerce ran the test for the snack brand after heatmaps showed shoppers looking for nutrition details. Sample size and duration were not shared.
- Conversion rate: +11%.
- Revenue per user: +22.73%.
- Add-to-cart clicks: +20%.
- Average order value: +4.64%.
- Sample size, duration and confidence level were not shared.
The change
Nutritional information added near the buying area
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The product page did not show nutritional information near the buying area.
Variant
Nutritional information was added to the product page, closer to where shoppers decide to buy.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Heatmaps showed strong interest in nutrition details, so the test answered a question shoppers already had.
- For food, seeing what is in the product builds trust before buying.
- Placing the details near the decision point saves shoppers from hunting for them.
Caveats: Sample size, test length and statistical confidence were not shared.
Who ran it
Blend Commerce ran this test for Jackson's and published the results (Blend Commerce case study). 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 show nutritional information near the add-to-cart button, then more shoppers will buy because they can check what is in the product without leaving the page.
- Primary metric
- Conversion rate
- Guardrails
- Add-to-cart rate
- Average order value
- Page load time
- Who should test it
- Food, drink and supplement brands whose buyers care about ingredients or macros. Check heatmaps or support questions first; if shoppers do not look for this information, the effect may be small.
Questions
Should food product pages show nutrition facts?
Yes, if shoppers look for them. In this test, adding nutritional information lifted conversion by 11%.
Where should nutritional information go on a product page?
Near the add-to-cart area, where shoppers make their decision.
Hiding it in a tab or far down the page makes it easy to miss.
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