USP checklist to two-column icon grid: +14.36% revenue/visitor
Test run byDave DiederenSyntra Labs
Commentary byLiftArchiveOur analysis, not theirsReorganizing a product page's benefit checklist into a compact two-column grid with a matching icon per benefit lifted revenue per visitor by 14.36% in a test Dave Diederen ran. Conversion rate rose 7.46% and average order value rose 6.42%. The wording of the benefits did not change.
- Revenue per visitor: +14.36% ($1.18 to $1.35). The range shown is -21% to +66%, so the lift is likely but not certain.
- Conversion rate: +7.46% (2.59% to 2.78%). More visitors placed an order.
- Average order value: +6.42% ($45.54 to $48.46). Buyers spent a little more, with a wide range.
- Estimated impact in the testing tool: about 266 more orders and $23,331 more revenue a month.
The change
The variant shows the same six benefits as a two-column grid with icons.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Six benefits in a single vertical list, each with the same green checkmark.
Variant
The same six benefits in a two-column grid of three rows, each with its own icon, such as a lightning bolt for energy.
Why it likely won
Our reading of the result, not the practitioner's claim.
- distinct icons give each benefit its own visual anchor, so visitors take in the list at a glance.
- the grid is shorter, which keeps the add-to-cart area and other content closer to the top.
- identical checkmarks give every line the same weight, so readers have to work through all six to see what the product does.
Caveats: The before/after image uses another brand as a visual example, so it may not be the store tested. Sample size and test length were not shared, and the ranges for all metrics include a loss.
Who ran it
Dave Diederen (@DaveDiederen) 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 turn our benefit checklist into a compact grid with a relevant icon per benefit, then revenue per visitor will rise because visitors understand the product faster.
- Primary metric
- Revenue per visitor
- Guardrails
- Conversion rate
- Average order value
- Mobile scroll depth
- Who should test it
- Stores whose products have several distinct benefits and get cold traffic from ads, such as supplements. For a simple product with one or two benefits, a short checklist may already be clear enough.
Questions
Are icons better than checkmarks for product benefits?
In this test, icons in a two-column grid beat a single checkmark list, with revenue per visitor up 14.36%. Dave Diederen notes the icons help by separating benefits, while the text does the explaining.
How many benefits should a product page list?
This test kept six benefits in both versions. Only the layout changed, so the lift came from how easy they were to scan.
Will an icon grid always beat a checklist?
Not always. Diederen suggests a checklist may be fine for simple products and visitors who already know what they want.
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