# Full-width product description layout: +17.5% conversion

- Outcome: Won
- Page type: Product page (Ecommerce)
- Elements: Layout, fonts & visual design
- Test run by: [Elevate_ab](https://liftarchive.com/practitioners/elevate-ab/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://www.elevateab.com/case-studies/juvabun
- Page: https://liftarchive.com/test/juvabun-full-width-product-description/

Moving the product description into a full-width section below the images and add-to-cart button, along with some minor design tweaks, lifted conversion from 4.46% to 5.24% (+17.5%). JuvaBun, a hair extensions brand, ran the test on its Messy Bun product page with the Elevate A/B Testing app. Because several changes shipped together, the lift belongs to the redesign as a whole, not the layout move alone.

## Result

**+17.5% conversion**

- Conversion rate: 4.46% on the old layout vs 5.24% on the new one, a relative lift of about 17.5%.
- Revenue: Elevate reports about $2,493 extra per 10,000 visitors during the test.
- Monthly gain: the vendor projects about $12,466 a month from 50,000 visitors. This is an estimate.

## Control

Images sat on the upper left and the add-to-cart options on the right. Product details, extra images and gifs were stacked in the right column below the add-to-cart section.

## Variant

The product description became a full-width section below the images and add-to-cart button, which shortened the scroll to reviews. Other minor design changes were made at the same time.

## Why it likely won (our reading)

- A narrow, crowded right column makes details hard to read. A full-width section is easier to scan.
- Reviews came into view sooner, and reviews are often what convinces a hesitant shopper.
- The other design tweaks may have played a part, so the layout change can't take all the credit.

## Caveats

This was a bundled change: the layout move shipped with other minor design adjustments. No sample size, duration or significance was shared, and the monthly figure is a projection.

## How to run this test

- Hypothesis: If we move the product description out of the narrow buy-box column into a full-width section, then conversion will rise, because details and reviews become easier to reach and read.
- Primary metric: Conversion rate
- Guardrail: Add-to-cart rate
- Guardrail: Scroll depth to reviews
- Guardrail: Revenue per visitor
- Who should test it: Stores with long product details squeezed into a side column on desktop. It matters less if most traffic is mobile, where content already stacks full width.

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Credit: Elevate_ab ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/juvabun-full-width-product-description/).
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.