A customer survey revealed to FreestyleXtreme that its customers expected more product information on the website. The FreestyleXtreme team also read many success stories about the importance of product descriptions on websites and how such information boosted conversions.
Convinced about the need to add product information, the team added product details. In addition to product details, they also explained the benefits of each product feature in simple terms.
This is what the page looked like after product information was added at the top.
The team wanted to test if the addition of product information increased conversions.
The team ran an an exploratory split URL test. The test hypothesis was that detailed product descriptions would increase conversions.
As they had already implemented the changes on the website, the team used the previous page (without the product descriptions) as the variation that was to be tested against the control (which had the product descriptions).
This is what the variation page looked like:
More than 7000 visitors were tested for each version.
The results were unexpected. The variation (which had no product descriptions on the page) beat the control (which had product descriptions) by 31.38%. The confidence level associated was 96%. Unfortunately, this wasn’t a win for FreestyleXtreme.
Here’s the comparison image that summarizes the entire success story:
Just as successful changes are instructive, as conversion optimization experts, we analyzed why conversions dipped by almost a third despite adding product information that customers seemed to want.
There are 3 takeaways from this success story:
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