# Key product info and CTAs above the fold: +15.63% conversion rate

- Outcome: Won
- Page type: Product page (Ecommerce)
- Elements: Product images & gallery, Layout, fonts & visual design, Add-to-cart & CTA buttons
- Test run by: [Media Contour](https://liftarchive.com/practitioners/media-contour/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/media-contour/
- Page: https://liftarchive.com/test/life-pro-fitness-pdp-key-info-above-fold/

Moving 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.

## Result

**+15.63% conversion rate**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Revenue per visitor
- Guardrail: Add-to-cart rate
- Guardrail: 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.

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Credit: Media Contour ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/life-pro-fitness-pdp-key-info-above-fold/).
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.