Three reassurance lines above collection grid: +$44,890/month
Test run byOliver KenyonConversionwise
Commentary byLiftArchiveOur analysis, not theirsOliver Kenyon added three reassurance lines above the product grid on a bird food collection page, worth an estimated $44,890 a month. That works out to 66 cents per session. Each line came from what past customers said in post-purchase surveys.
- Estimated value: +$44,890 a month.
- That equals $0.66 per session.
- Conversion rate, sample size and duration were not shared.
The change
Variant adds three reassurance lines between the title and the filters.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The collection page showed the title, product count, filter and sort buttons, then the product grid. Oliver says 70% of visitors left without opening a product, and most were first-time visitors.
Variant
Three check-marked lines went in above the filters. They covered freshness (packed the week you order), aflatoxin testing on every peanut batch, and free delivery on sacks carried to the door.
Why it likely won
Our reading of the result, not the practitioner's claim.
- first-time visitors had no reason to buy here rather than at a supermarket, and the lines gave them one.
- each line came from survey answers, so it addressed a worry real customers had.
- placing the lines above the grid catches visitors before they give up and leave.
Caveats: Only a monthly revenue estimate was shared; no conversion figures, sample size or duration. The screenshot is an example UI, not the brand's real site.
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 add three survey-based reassurance lines above the collection grid, then revenue per visitor will rise because first-time visitors see why to buy from us before they leave.
- Primary metric
- Revenue per visitor
- Guardrails
- Collection page exit rate
- Product page click-through rate
- Conversion rate for returning visitors
- Who should test it
- Stores with lots of new traffic whose edge, such as freshness or testing, isn't visible in product photos. Oliver notes it likely won't help if most visitors already know the brand.
Questions
What should go at the top of a collection page?
In this test, three short reasons to buy from this shop, taken from customer surveys, added an estimated $44,890 a month.
Where do good reassurance lines come from?
Here they came from post-purchase surveys, so each one answered a worry real buyers had raised.
Do USP lines on collection pages work for every store?
Probably not. Oliver says they suit stores with many first-time visitors, and returning visitors may just scroll past.
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