# Product description preview under the price: +25% revenue per visitor

- Outcome: Won
- Page type: Product page (Ecommerce)
- Elements: Headlines, product titles & copy, Layout, fonts & visual design
- Test run by: [Blend Commerce](https://liftarchive.com/practitioners/blend-commerce/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://blendcommerce.com/blogs/ab-tests-shopify/usa-containers-earlier-product-descriptions
- Page: https://liftarchive.com/test/usa-containers-earlier-product-description/

Adding 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.

## Result

**+25% revenue per visitor**

- 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%.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Conversion rate
- Guardrail: Add-to-cart rate
- Guardrail: 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.

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Credit: Blend Commerce ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/usa-containers-earlier-product-description/).
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.