Selling points above Add to Cart on TUSHY product pages: +20% CR
Test run byVisuallyTesting and CRO tool
Commentary byLiftArchiveOur analysis, not theirsPlacing unique selling points above the Add to Cart button lifted conversion rate by 20% on TUSHY's product pages.
Visually ran this A/B test for the bidet brand and published it as a case study.
The original page kept the button as high up as possible.
- Conversion rate: +20% for the variant.
- The win came despite moving the button down, which goes against the common advice to keep it as high as possible.
- Sample size, test length and confidence level were not shared.
The change
Selling points moved above the Add to Cart button, above the fold
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The product page kept the Add to Cart button as high on the page as possible, with selling points further down.
Variant
A set of unique selling points was placed above the Add to Cart button, still above the fold, which pushed the button slightly lower.
Why it likely won
Our reading of the result, not the practitioner's claim.
- A bidet is an unfamiliar purchase for many shoppers, so they need reasons to buy before they are ready to click.
- Seeing the key benefits first answers doubts at the moment of decision rather than below the button.
- The button stayed above the fold, so the change added persuasion without hiding the main action.
Caveats: Vendor-reported in a Visually case study; sample size, test length and statistical significance were not shared.
Who ran it
Visually ran this test for TUSHY and published the results (Visually case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Visually →
How to run this test on your store
- Hypothesis
- If we place our top selling points above the Add to Cart button, then more visitors will add to cart because they see why to buy before being asked to buy.
- Primary metric
- Conversion rate
- Guardrails
- Add to cart rate
- Revenue per visitor
- Scroll depth on mobile
- Who should test it
- Stores selling products that need explaining, such as new categories or higher-priced items. It probably matters less for familiar, low-cost products where shoppers already know what they want.
Questions
Should the Add to Cart button always be as high as possible?
Not always. In TUSHY's test, putting selling points above the button raised conversion by 20%, as long as the button stayed above the fold.
What selling points should go above the Add to Cart button?
Pick the few that answer the biggest doubts, such as ease of install, guarantees or shipping.
Keep them short so the button stays visible.
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