A/B Test

Implement Accordion Menu on PDP

During a site analysis, we observed that customers were researching specific information about the products that Jackson’s sold. While competitors presented this information directly on the PDP in an enhanced accordion menu within a single section, Jackson’s presented the information across a large section on the product detail page. Our hypothesis was that by providing critical information on the PDP within an organised accordion menu, customers could find the information they need easily, increasing conversion rates.

Jackson S 15.21 Increase In Conversion Rate Before Jackson S 15.21 Increase In Conversion Rate After
Jackson S 15.21 Increase In Conversion Rate Before Jackson S 15.21 Increase In Conversion Rate After

The Results

Based on the data, we discovered a 15.21% increase in conversion rate, a 7.33% increase in checkout visits, a 6% increase in clicks on ‘add to cart’, and a 22% increase in average session duration. While the improvement increased user engagement, it also impacted purchase decisions. Additionally, the accordion menu improved SEO, representing a forward-looking investment in organic traffic.

  • 15%

    Increase in Conversion Rate

  • 6%

    Increase in Clicks on 'Add to Cart'

  • 7%

    Increase in Checkout Visits
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