Product page accordions at Vegepod: -8% revenue per visitor overall
Test run byBlend CommerceCRO agency
Commentary byLiftArchiveOur analysis, not theirsGrouping Vegepod's product page information into accordions cut revenue per visitor by 8% overall.
Blend Commerce ran this A/B test for the garden products brand.
Mobile fell sharply while desktop improved, so the accordions were kept on desktop only.
- Overall: revenue per visitor -8%, conversion rate -2%, net revenue -12%. A loss across all traffic.
- Mobile: conversion rate -24%, revenue per visitor -28%. This drove the overall loss.
- Desktop: revenue per visitor +26%, conversion rate +15%, average order value +10%.
- Desktop checkout begin rate: +51%. Desktop shoppers moved further toward purchase.
The change
The variant collapses fully visible product information into accordion sections.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The product page showed all product information fully expanded and visible.
Variant
The same information was split into accordion sections that shoppers open by tapping or clicking.
Why it likely lost
Our reading of the result, not the practitioner's claim.
- Vegepod sells a higher-consideration product. On mobile, hiding reassurance behind taps may have added effort at the moment of decision.
- Mobile shoppers tend to scan quickly, so content they must open may simply go unread.
- Desktop has room to show section titles at a glance, so accordions may make the page easier to explore there.
Caveats: The overall result was negative; the desktop win is a segment result. Sample size, duration and confidence were not shared.
Who ran it
Blend Commerce ran this test for Vegepod 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 group product page content into accordions on desktop only, then more desktop shoppers will reach checkout because the page is easier to scan, while mobile keeps key info visible.
- Primary metric
- Revenue per visitor, split by device
- Guardrails
- Mobile conversion rate
- Checkout begin rate
- Net revenue
- Who should test it
- Stores selling considered purchases with lots of product detail. Be careful on mobile: this test suggests key reassurance should stay visible there rather than behind a tap.
Questions
Do accordions hurt mobile conversions?
They did here. Vegepod's mobile conversion rate fell 24% with accordions, likely because key details were hidden behind an extra tap.
Why did the same change win on desktop?
Desktop revenue per visitor rose 26%. Larger screens show more section titles at once, so shoppers may find it easier to explore.
Should I test product page layouts by device?
Yes. This test lost overall but won on desktop, which would have been missed without a device split.
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