Enhancing product detail page: Goldelucks's A/B test

The bottom line

Adding short, benefit-focused descriptions to the top of product pages raised Goldelucks's orders by 31.56% and order revenue by 66.2%, with no discounts. Clear value presentation can turn product page visitors into buyers.

Key takeaways

Benefit-focused copy at the top of the product page lifted orders. Many visitors reached the pages but left without buying.
- Orders rose by 31.56%.
The change also increased revenue by more than orders alone. Order revenue grew faster than order count.
- Order revenue rose by 66.2%.
Conversion improved without any discounts. The gain came from presenting value better.

The problem and the test

One short benefit blurb at the top of the page

Goldelucks changed only how the value was presented, not the price.

Goldelucks, an Australian dessert delivery service, had busy product pages that did not convert enough visitors.

Product pages drew significant traffic, but many visitors left without buying.
- Goldelucks wanted more conversions without relying on discounts.
The change was a concise, benefit-focused description placed at the top of each product page.
- It was meant to improve how the product's value was presented.

Version A and version B as Goldelucks tested them. Screens from abtest.design.

The result

Order revenue rose about twice as much as orders

Orders31.56%

Order revenue66.2%

A benefit-focused description at the top of Goldelucks's product pages lifted both measures, with no discounts.

The new descriptions increased both the number of orders and the revenue from them.

Orders increased by 31.56%.
Order revenue increased by 66.2%.

In the growth library

Goldelucks, Checkout & sales test. Adding short, benefit-focused descriptions at the top of product pages helped turn browsing visitors into buyers without discounts. The test produced a 31.56% increase in orders and a 66.2% increase in order revenue.

Lessons that draw on this: