Decluttered product info on Showpo: +1.33% purchases, new visitors
Commentary byLiftArchiveOur analysis, not theirsShowpo decluttered the product information section on desktop and tablet product pages, and new visitors made 1.33% more purchases, worth about $19k in extra revenue.
Wingify Services ran the test with Showpo's team, and it was published as a VWO case study.
The cleanup made the price, discount and review stars stand out and made the Add to Cart button easier to see.
- Purchases: +1.33% for new visitors. A small lift, but on a high-traffic fashion store it adds up.
- Revenue: about $19k more than the control over the test period.
- Returning visitors: no separate number was shared. The case study says the lift was strongest among new users.
The change
The variant pulls price, discount, stars and Add to Cart forward and trims the clutter.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The original product information section on desktop and tablet, with price, discount, review stars and Add to Cart competing with other details.
Variant
A cleaner product information section that highlighted the price, discount and review stars, and gave the Add to Cart button more visibility.
Why it likely won
Our reading of the result, not the practitioner's claim.
- New visitors don't know the store yet, so a calmer layout helps them find the price and the button faster.
- Making the discount and review stars prominent puts value and social proof right next to the decision.
- A more visible Add to Cart button lowers the effort to take the next step.
Caveats: The test ran for 27 days in July and August 2018 on desktop and tablet only, so the data is old. The headline number is for new visitors only, and the exact layout changes are shown only in screenshots.
Who ran it
VWO ran this test for Showpo and published the results (VWO case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on VWO →
How to run this test on your store
- Hypothesis
- If we strip the product info area down to price, discount, rating and a clear Add to Cart button, then more first-time visitors will buy because the key facts are quicker to scan.
- Primary metric
- Purchases per visitor (split by new and returning)
- Guardrails
- Revenue per visitor
- Return rate
- Size-guide or detail clicks
- Who should test it
- Fashion and apparel stores with busy product pages and lots of first-time traffic. It probably matters less if your product pages are already minimal or most buyers are loyal repeat customers.
Questions
Does decluttering a product page increase sales?
It can. In this test a cleaner product info section lifted purchases from new visitors by 1.33%.
The gain is usually biggest for people who are new to the store.
What should stay above the fold on a product page?
At minimum the price, any discount, the rating and the Add to Cart button.
Those are the things this variant made more prominent.
Why measure new and returning visitors separately?
Returning shoppers already know your layout, so a redesign often moves them less.
Splitting the results shows who the change actually helps.
Similar tests
@oliverkenyon@oliverkenyon@oliverkenyon@oliverkenyon@oliverkenyon@oliverkenyon