Key product info and CTAs above the fold: +15.63% conversion rate
Commentary byLiftArchiveOur analysis, not theirsMoving thumbnails, the key-feature description and the buy buttons into the first screen of the product page lifted conversion rate by 15.63% and revenue per visitor by $0.67. Media Contour ran this split URL test for fitness equipment brand Life Pro Fitness, and it was published as a VWO case study.
Several changes shipped together, so the lift belongs to the whole redesign, not one element.
- Conversion rate: +15.63% for the variant, declared the winner after 27 days.
- Revenue per visitor: +$0.67 during the test.
- The source says expected total revenue went from $76,841 to $88,698, but does not say over what period.
The change
Thumbnails, key features and the buy buttons all moved into the first screen.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Extra product images sat below the main image, the description with key features sat further down the page, and the page carried several calls to action.
Variant
Thumbnails ran vertically beside the main image, the key-feature description moved into the first fold, and Add to Cart and Buy Now buttons sat clearly in the first fold, with fewer CTAs overall.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Session recordings showed visitors hunting for the information they needed; putting it in the first screen removed that search.
- Fewer CTAs gave visitors one clear next step instead of several competing ones.
- Thumbnails beside the main image let shoppers browse photos without scrolling past the buy area.
- Heatmaps showed more engagement on the variant, which fits the idea that more of the page was being seen and used.
Caveats: Three changes were bundled, so no single one can be credited. The test ran for 27 days; sample size and confidence level were not shared.
Who ran it
Media Contour ran this test for Life Pro Fitness and published the results (VWO case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Media Contour →
How to run this test on your store
- Hypothesis
- If we move the key product features, image thumbnails and a single clear buy button into the first screen, then more visitors will buy because they won't have to scroll to find what they need to decide.
- Primary metric
- Product page conversion rate
- Guardrails
- Revenue per visitor
- Add-to-cart rate
- Return rate
- Who should test it
- Stores selling considered products, like fitness equipment, where buyers need specs before they commit and the current page buries them. If your key info and buy button already show without scrolling, expect little.
Questions
Should key product features be above the fold?
In this test, moving the key-feature description into the first screen was part of a redesign that lifted conversion rate by 15.63%.
It is most likely to help when buyers need specs before deciding.
How many CTAs should a product page have?
Media Contour cut the number of CTAs and kept Add to Cart and Buy Now clearly in view.
Fewer, clearer actions usually make the next step obvious.
Where should product thumbnails go?
Here, thumbnails placed vertically beside the main image kept all photos visible without scrolling.
It was tested together with other changes, so its own effect is unknown.
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