Product description preview under the price: +25% revenue per visitor
Test run byBlend CommerceCRO agency
Commentary byLiftArchiveOur analysis, not theirsAdding a short product description preview under the price raised revenue per visitor by 25% for USA Containers, driven by a 27% rise in average order value.
Conversion rate and add-to-cart rate each fell 1%, so the gain came from bigger orders rather than more of them.
Blend Commerce ran this A/B test in Intelligems on desktop and mobile.
- Revenue per visitor: +25% overall. This is the headline win.
- Average order value: +27%. The gain came almost entirely from larger orders.
- Conversion rate and add-to-cart rate: each -1%. A small drop, worth watching.
- Desktop did best: revenue per visitor +29%, average order value +33%, add-to-cart +4%.
- Mobile: revenue per visitor +11% and average order value +15%.
The change
A short description preview added under the price; the accordion stays.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The product description sat in a collapsed accordion low on the product page. Specifications and usage details were easy to miss.
Variant
A three-to-four-line plain-text preview of the description appeared under the price, with a "Read more" link that expanded the full text in place. The original accordion stayed on the page.
Why it likely won
Our reading of the result, not the practitioner's claim.
- The products are technical and high-ticket. Shoppers need specs to know a part fits their container.
- Only about a quarter of visitors scrolled deep enough to reach content further down the page. Moving the text up put it in front of more people.
- Seeing details near the price may have given buyers the confidence to order higher-value items or more of them.
Caveats: Confidence level and sample size were not shared, so the agency treats the result as directional. Order volume was slightly lower, and the win depends on order value holding up.
Who ran it
Blend Commerce ran this test for USA Containers and published the results (Blend Commerce A/B test). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Blend Commerce →
How to run this test on your store
- Hypothesis
- If we show a short description preview under the price, then revenue per visitor will rise because shoppers can check that a technical product suits them before buying.
- Primary metric
- Revenue per visitor
- Guardrails
- Conversion rate
- Add-to-cart rate
- Average order value
- Who should test it
- Stores with technical or high-priced products where buyers need specs to decide, including B2B buyers. It probably matters less for simple, low-cost or impulse products.
Questions
Should product descriptions go above or below the add-to-cart button?
In this test, a short preview near the price and buy button lifted revenue per visitor.
Keeping the full text in an accordion lower down meant nothing was lost.
Why did revenue rise when conversion fell?
Average order value rose 27%, which more than made up for 1% fewer conversions.
Track revenue per visitor, not just conversion rate, for changes like this.
Do accordions hurt product pages?
Not always, but content hidden low on the page gets seen by fewer people.
A short visible preview is a middle ground.
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