# Decluttered product info on Showpo: +1.33% purchases, new visitors

- Outcome: Won
- Page type: Product page (Ecommerce)
- Elements: Layout, fonts & visual design
- Test run by: [VWO](https://liftarchive.com/practitioners/vwo/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/showpo/
- Page: https://liftarchive.com/test/showpo-declutter-product-info-section/

Showpo 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.

## Result

**+1.33% purchases, new visitors**

- 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.

## 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)

- 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.

## How to run this test

- 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)
- Guardrail: Revenue per visitor
- Guardrail: Return rate
- Guardrail: 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.

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Credit: VWO ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/showpo-declutter-product-info-section/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.