Insight

PDP Information Needed Device-Specific Structure

Vegepod sells a higher-consideration product, which means shoppers need clear answers before they feel ready to buy. Product information has to reduce anxiety and convey value. During Blend’s analysis, we identified an opportunity to test whether restructuring PDP content into accordions could make the page easier to navigate and help users find conversion-critical details more efficiently.

The risk was that hiding information might reduce visibility, especially on mobile where shoppers often scan quickly and make decisions with limited attention. This made the test a useful example of our eCommerce A/B testing philosophy: don't always assume cleaner design is better. Test whether the information architecture genuinely improves buying confidence by device.

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A/B Test

Accordion Menu for Product Page Information

We ran an A/B test replacing fully visible PDP content with an accordion-style layout. The hypothesis was that segmenting product information would reduce visual clutter, make conversion-critical answers easier to explore, and increase checkout progression across product pages.

The Results

The overall result was negative. But the device split was stark and revealed the real insight, with desktop results outstanding.

Across all traffic, revenue per visitor fell by 8%, conversion rate dropped by 2%, and net revenue declined by 12%. On mobile, the accordion experience performed poorly, with conversion rate down 24% and revenue per visitor down 28%. That suggests mobile shoppers needed immediate visibility of key information rather than another interaction step. For high-consideration products, hiding reassurance behind taps can create effort at the exact moment users are deciding whether to continue.

Desktop told a different story though. The accordion layout delivered a 26% increase in revenue per visitor, a 15% increase in conversion rate, a 10% lift in average order value, and a 51% increase in checkout begin rate. Desktop users appeared more willing to explore information progressively.

We recommended rolling out the accordion experience on desktop only, while keeping critical PDP content expanded and visible on mobile.

  • 26%

    increase in revenue per visitor

  • 15%

    increase in conversion rate

  • 51%

    increase in checkout begin rate
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