Moving 'How it works' lower on the page: +16% conversion
Test run byPeter ChristensenScaling CRO
Commentary byLiftArchiveOur analysis, not theirsMoving the How it works section lower on a landing page lifted order conversion rate by 16.21%, from 5.91% to 6.87%. Peter Christensen ran this test on a free-plus-shipping subscription offer with a $275+ lifetime value. Higher-engagement sections moved up as a result.
- Order conversion went from 5.91% to 6.87% with How it works below Ingredients, a 16.21% lift (372 converting sessions vs 309).
- Placing it below Reviews barely moved orders: 5.99% vs 5.91%, close to flat.
- Add to cart was flat across all three versions, between 14.11% and 14.58%.
- Reaching checkout rose slightly for both variants (11.02% and 11.24% vs 10.68%).
The change
How it works moves below Ingredients; other section order is illustrative, not shown in the post.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The How it works section sat higher on the page, above other sections that held visitors' attention better.
Variant
Two versions moved How it works down. The winner placed it below the Ingredients section; the other placed it below Reviews.
Why it likely won
Our reading of the result, not the practitioner's claim.
- moving a lower-interest section down lets more visitors reach the content that persuades them.
- ingredients may answer the key question for this offer before the process details matter.
- the gain showed up at the order step, not add to cart, so the new order may have helped shoppers commit later in the funnel.
Caveats: Each version had roughly 5,000 sessions and the winner had 63 more orders than control, so the result is promising but not large. Duration was not shared.
Who ran it
Peter Christensen (@peterac_) 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 move the How it works section below our most engaged sections, then order conversion will rise because more visitors see the persuasive content before they drop off.
- Primary metric
- Conversion rate
- Guardrails
- Add to cart rate
- Subscription retention
- Revenue per visitor
- Who should test it
- Long landing pages where scroll maps show a section losing attention near the top. It matters less on short pages or where the offer needs the process explained first.
Questions
Where should the How it works section go on a landing page?
In this test, below the Ingredients section beat its original higher position by 16.21% in order conversion. Below Reviews was close to flat.
Can reordering sections really change conversion?
Yes, here the content stayed the same and only the order changed. Order conversion rose from 5.91% to 6.87%.
How do I decide which sections to move up?
Use scroll and click maps to find sections people engage with most. Move those higher and test the new order against the old one.
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