A/B Test

Implement Accordion Menu for Long-Form Content

During our CRO Audits, we analyse each section of your site, both externally and internally. During our audit of this Apparel Brand, we noted that the product detail page contained a large amount of information, which could overwhelm users and cause them to bounce. While some recommendations should be implemented immediately, it's important to test conversion-critical optimisations as not all audiences are the same, and not all users will behave in the same way.

We hypothesised that implementing an accordion menu would consolidate long-form content such as detailed descriptions, shipping information, and materials used in products in a clean, collapsible format. This would reduce visual clutter and ensure users could easily access the information most relevant to their purchase decision without being overwhelmed. It would also assist in keeping the page focused on the key actions, like adding products to their cart, while still providing the necessary details for those who want the products.

Apparel Brand 9 Increase In Conversion Rate Before Apparel Brand 9 Increase In Conversion Rate After
Apparel Brand 9 Increase In Conversion Rate Before Apparel Brand 9 Increase In Conversion Rate After

The Results

The two-week test confirmed our hypothesis. By streamlining product information into an accordion menu placed beneath the Add to Cart button, users were able to navigate the page with greater ease, focusing on key actions without distraction. This subtle yet impactful change reduced decision friction and created a more user-friendly experience, leading to meaningful improvements in conversion performance. With a winning probability of 91.21%, Variant 1 was launched as the new default.

  • 9%

    Increase in Conversion Rate

  • 6%

    Increase in Average Purchase Revenue per User

  • 2%

    Increase in Average Order Value
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