A/B/C Test

Changing PDP Accordion into Tabs

While an accordion placed on the product detail page is best practice to ensure all important information is easily accessible, not all customers interact with functionality the same way. We aimed to test which accordion layout would appeal to our client’s audience the most. We tested two functionalities versus the Original. The Original displayed a copy section displaying Ingredients of the products before displaying the accordion. Variant 1 displayed product information, such as 'Description', 'Size', and 'Ingredients' in a basic accordion layout. Variant 2 displayed these sections in a tab layout.

The Results

The three-week test confirmed that switching to a tabbed layout made product information more accessible - particularly for mobile users looking to navigate quickly between sections. Variant 2 didn’t just lift overall revenue and conversion rates; it also encouraged more users to progress through the funnel, with a notable increase in visits to the checkout page.

New visitors showed the strongest response, with a 23.56% rise in revenue per visitor, while returning visitors benefited from a 13.19% boost in Add to Cart Rate - suggesting that clearer content presentation supported both first-time buyers and loyal customers.

While statistical significance hovered around 70-80%, the consistent positive trends across user segments and key touch points led to Variant 2 being permanently implemented to enhance the PDP experience.

  • 18.73%

    increase in Revenue per Visitor

  • 23.56%

    increase in Revenue per Visitor for New Visitors

  • 11.17%

    increase in Conversion Rate
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