Car specs moved higher on the product page: more leads
Commentary byLiftArchiveOur analysis, not theirsMoving car specs and features higher up its used-car product pages led to a noticeable increase in leads, though no figure was shared.
Motorpoint, a UK car retailer, ran this test, and its team described it in an interview published as an AB Tasty case study (now on the Wingify site).
- Leads: increased, described as noticeable. No percentage was shared.
- Motorpoint called it a small change with a clear payoff.
The change
Variant moves the specs and features section higher on the page.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The used-car product page showed the car's specs and features further down the page.
Variant
The specs and features section was moved higher up the page.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Car buyers often need key specs before they will enquire, so showing them sooner answers their questions earlier.
- Less scrolling to find the details may keep more visitors on the page long enough to act.
- Our reading only: the case study gives no data on why it worked.
Caveats: No numbers, sample size, duration or confidence level were shared. The result comes from an interview in a vendor case study.
Who ran it
Motorpoint ran this test and published the results (AB Tasty / Wingify case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Motorpoint →
How to run this test on your site
- Hypothesis
- If we move key specs and features higher on the product page, then more visitors will enquire because they can judge the item faster.
- Primary metric
- Lead submissions from product pages
- Guardrails
- Clicks on finance or reserve options
- Bounce rate
- Engagement with the gallery and description
- Who should test it
- Lead-gen sites selling considered, spec-heavy items like cars, property or equipment. It matters less if your specs are already visible without scrolling.
Questions
Where should specs go on a car listing page?
High enough that visitors don't have to hunt for them.
Motorpoint saw more leads after moving specs and features up the page.
How big was the lift?
Motorpoint described it as a noticeable increase in leads but did not share a figure.