# Sleeker product page with shorter copy: +28.79% conversions

- Outcome: Won
- Page type: Product page (Ecommerce)
- Elements: Headlines, product titles & copy, Layout, fonts & visual design
- Test run by: [FoodforPlanet](https://liftarchive.com/practitioners/foodforplanet/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/josera/
- Page: https://liftarchive.com/test/josera-kids-product-page-sleeker-copy/

A cleaner product page with a shorter, crisper description lifted conversions by 28.79% for the JOSERA Kids dog food page. FoodforPlanet, JOSERA's in-house agency, ran the test, and it was published as a VWO case study. About 2,400 visitors took part over 16 days, split 50/50.

## Result

**+28.79% conversions**

- Conversions: +28.79% against the original page.
- JOSERA then sent all traffic to the new version.
- No confidence level was published, and the source does not split the effect between copy and design.

## Control

The original page listed product details point by point. Headlines and descriptions used several different colors.

## Variant

The new page had a sleeker design and a shorter, tighter product description.

## Why it likely won (our reading)

- The original page had a high bounce rate. A busy, multicolor layout makes it harder to find the key facts quickly.
- A shorter description lowers the effort needed to understand the product, which the team set out to reduce.
- Consistent styling can make a page feel more trustworthy and polished.

## Caveats

The sample was small at about 2,400 visitors over 16 days, so the true lift could be much smaller. Copy and layout changed together, so the result can't be credited to either one alone.

## How to run this test

- Hypothesis: If we replace a dense, multicolor product description with a short, consistently styled one, then more visitors will buy, because the key facts become easier to take in.
- Primary metric: Product page conversion rate
- Guardrail: Bounce rate
- Guardrail: Add-to-cart rate
- Guardrail: Return or complaint rate
- Who should test it: Stores whose product pages are long, cluttered or styled inconsistently. It may not help where buyers need detailed specs, like technical or regulated products, unless the detail stays one tap away.

---

Credit: FoodforPlanet ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/josera-kids-product-page-sleeker-copy/).
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.