# Selling points above Add to Cart on TUSHY product pages: +20% CR

- Outcome: Won
- Page type: Product page (Ecommerce)
- Elements: USP bars & benefit icons, Layout, fonts & visual design
- Test run by: [Visually](https://liftarchive.com/practitioners/visually/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://visually.io/public/case-studies/tushy
- Page: https://liftarchive.com/test/tushy-pdp-usps-above-cta/

Placing 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.

## Result

**+20% CR**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Add to cart rate
- Guardrail: Revenue per visitor
- Guardrail: 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.

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Credit: Visually ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/tushy-pdp-usps-above-cta/).
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.