Expandable store benefits on product page: +10.65% RPV
Test run byKasper DolkMaison Commerce
Commentary byLiftArchiveOur analysis, not theirsMaking the store benefits in the product hero clickable lifted revenue per visitor by 10.65% in Kasper Dolk's test. Shoppers could open each benefit, such as shipping or returns, to read more. The test ran 8 days on 76,299 visitors with a 93.45% probability to win.
- Revenue per visitor: +10.65% (€1.77 to €1.96). Each visitor was worth noticeably more.
- Revenue: €74,378.83 for the variant vs €67,953.47 for control, on near-equal traffic (37,943 vs 38,356 visitors).
- Probability to win: 93.45%. The tool marked it significant, though it is just under the common 95% bar.
- Estimated impact: +€49,938 per month according to the testing tool.
The change
Static benefit lines become clickable tabs that open more detail; exact position was not shown.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Static benefit lines in the product hero covering shipping, returns and common objections, with no way to learn more.
Variant
The same benefits turned into expandable tabs. Clicking one opened extra context about that benefit.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Kasper Dolk notes that people often click things that aren't clickable, and making the benefits open meets that expectation instead of frustrating it.
- short benefit lines raise questions, like how fast or what's covered, and answering them right there stops shoppers from leaving to look.
- hiding detail behind a tap keeps the hero tidy for people who don't need it while giving the cautious the full story.
Caveats: The test ran for 8 days and 15 hours, which is short and may miss weekly patterns. Conversion rate and AOV were not shown.
Who ran it
Kasper Dolk (@kasper_dolk) shared this test on X. The numbers and screenshots are theirs.
View the original post on X
How to run this test on your store
- Hypothesis
- If we make the store benefits in the product hero expandable, then more visitors will buy because they can get answers about shipping, returns and objections without leaving the page.
- Primary metric
- Revenue per visitor
- Guardrails
- Conversion rate
- Average order value
- Benefit tab click rate
- Who should test it
- Stores whose heatmaps or recordings show clicks on benefit text that doesn't respond. If your benefits are self-explanatory, there's little extra context to reveal.
Questions
Should store benefits on a product page be clickable?
In Kasper Dolk's test, making them expandable lifted revenue per visitor by 10.65% at a 93.45% probability to win.
How do I know if shoppers want more detail on benefits?
Look for clicks on text that isn't clickable in heatmaps and session recordings. That unmet expectation is what prompted this test.
What benefits should go in the product hero?
This test used shipping, returns and objection-handling points. Each one could be opened for more detail.
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