PDP cut to 3 bullets with Add to Cart above fold: +$0.27 per session
Test run byOliver KenyonConversionwise
Commentary byLiftArchiveOur analysis, not theirsOliver Kenyon cut the selling points on a mobile product page from six or seven down to three, which brought the Add to Cart button and trust icons into the first view. Revenue per session rose by $0.27. They report this as about $47,795 a month.
- Revenue per session: +$0.27. Each visit was worth more after the change.
- Monthly revenue: +$47,795, as reported. The post image labels this figure 'per year forecasted' while the post text says per month, so the exact framing is unclear.
- Yearly revenue: +$573,540, a forecast based on the monthly figure.
- Conversion rate, AOV, sample size and confidence were not shared.
The change
Bullets cut to three so Add to Cart and trust icons fit in first view
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Below the title, rating and sale price sat a block of text and five or more checkmark bullets. The Add to Cart button was not visible in the first screen.
Variant
The text block was trimmed and the list cut to three short bullets. An 'Add to Cart Now' button and a row of four trust icons followed right after.
Why it likely won
Our reading of the result, not the practitioner's claim.
- seven bullets compete with each other, while three are quick to scan and remember.
- putting the button in the first view removed a scroll between interest and action.
- trust icons right under the button answer last-second worries about shipping, payment or returns.
Caveats: Only dollar figures were shared, with no sample size, duration or significance, and the post and image disagree on whether $47,795 is monthly or yearly. Three things changed at once, so the effect of each is unknown.
Who ran it
Oliver Kenyon (@oliverkenyon) 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 cut above-the-fold selling points to three and use the freed space for the Add to Cart button and trust icons, then revenue per visitor will rise because the page is easier to scan and the next step is visible.
- Primary metric
- Revenue per visitor
- Guardrails
- Add-to-cart rate
- Average order value
- Return rate
- Who should test it
- Stores whose mobile product pages open with a long list of claims before the buy button. It may not help for complex or technical products where shoppers need the detail before they buy.
Questions
How many bullet points should a product page have?
In this test, cutting from six or seven bullets to three went with higher revenue per session. Fewer bullets also freed space for the buy button.
Where should trust badges go on a product page?
Here a row of trust icons sat directly under the Add to Cart button. That keeps reassurance next to the moment of decision.
Is it worth testing a shorter above-the-fold section?
This result suggests yes when the buy button is hidden below long copy. Since several elements changed together, test it on your own pages.
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@oliverkenyon@oliverkenyon@oliverkenyon@oliverkenyon
@DaveDiederen@DaveDiederen