Insight

Shopping Shortcuts Bypassed Product Education

After the redesigned Drain Field Cleaner PDP went live, Dr Pooper wanted to test one more part of the buying journey: when shoppers should encounter pricing and purchase actions. The client’s earlier tests suggested that visitors converted better when they consumed more educational content before seeing price. On the new PDP, a sticky mobile price and add-to-cart bar, together with shopping CTAs above and through the middle of the page, allowed users to bypass that content. This risked bringing the purchase decision forward before shoppers fully understood the product’s value. Building on the successful PDP redesign, we recommended isolating shopping shortcuts while keeping informational navigation such as “How It Works”. The aim was to learn whether a more deliberate sequence could improve conversion, subscription uptake and revenue per visitor.

Jump to results

A/B Test

Delaying Purchase CTAs on the PDP

We ran an A/B test in Intelligems across mobile and desktop. The control used the newly launched winning PDP. Variant 1 removed the sticky mobile price and add-to-cart bar and all shopping CTAs above and through the middle of the page, leaving a single purchase action at the bottom. Informational navigation remained available. We hypothesised that delaying price and purchase prompts would encourage shoppers to read more of the product education before deciding, improving conversion rate, revenue per visitor, subscription performance and checkout progression.

The Results

Variant 1 won, increasing conversion rate by 6%, revenue per visitor by 5%, add-to-cart rate by 2% and checkout begin rate by 4%. Subscription orders per visitor rose 33%, while subscription revenue per visitor increased 24%. Desktop responded most strongly, with conversion rate up 19% and revenue per visitor up 31%; mobile conversion rate improved 4%. The pattern supports Dr Pooper’s view that this product benefits from a longer educational sequence before price and purchase prompts appear. Removing shopping shortcuts did not suppress intent. It appears to have helped more visitors reach the buying decision with enough product understanding to proceed, particularly on desktop. The test reached 76% statistical significance rather than the conventional 95% threshold, so the result should be treated as commercially encouraging rather than conclusive. Because gains appeared across conversion, revenue, subscription and checkout measures, Blend recommended rolling out the variant as the new baseline. A useful follow-up would test CTA timing or placement without changing the educational content.

  • 33%

    increase in subscription orders per visitor

  • 24%

    increase in subscription revenue per visitor

  • 6%

    increase in conversion rate
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