# Redesigned product comparison table: +40.81% sales

- Outcome: Won
- Page type: Other (Ecommerce)
- Elements: Comparison charts & tables, Layout, fonts & visual design
- Test run by: [Underwater Audio](https://liftarchive.com/practitioners/underwater-audio/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/underwater-audio-revenue/
- Page: https://liftarchive.com/test/underwater-audio-comparison-table-redesign/

A redesigned product comparison table lifted sales by 40.81%. Underwater Audio, a US seller of waterproof headphones and audio gear, ran this test on its own site, and it was published as a VWO case study. Several changes shipped together in one redesign, so the lift can't be credited to any single one.

## Result

**+40.81% sales**

- Sales: +40.81% for the redesigned page.
- The result covers the whole redesign. It does not tell you which change mattered most.
- No sample size, duration or significance level was shared.

## Control

The comparison page had a cluttered table of short phrases in no clear order, with thick cell borders. Paragraphs below the fold mostly repeated the table, and each product had several links.

## Variant

Specs were grouped under clear headings, and extra details from the paragraphs were moved into the table. Each product kept one link, the layout used whitespace instead of heavy borders, and the font matched the rest of the site.

## Why it likely won (our reading)

- Clear headings make it quick to compare products side by side, which is the job of a comparison page.
- Putting the hidden details into the table means shoppers no longer have to read repeated paragraphs to find them.
- One link per product makes the next step obvious and removes competing choices.
- A cleaner layout and consistent font may make the page look more trustworthy.

## Caveats

This was a bundled redesign with five changes at once. No sample size, test length or significance was given, and the result is vendor-reported.

## How to run this test

- Hypothesis: If we turn our comparison page into a clear table with labeled specs and one link per product, then more visitors will buy because they can compare options and choose quickly.
- Primary metric: Sales from comparison page visitors
- Guardrail: Click-through to product pages
- Guardrail: Return rate
- Who should test it: Stores with several similar products that shoppers compare on specs, like electronics or gear. If you sell one or two products, a comparison page probably won't move much.

---

Credit: Underwater Audio ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/underwater-audio-comparison-table-redesign/).
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.