A/B/C Test

Our Analysis

During our CRO Insights, we conducted light touch Message Mining. We discovered that 75% of customer reviews were positive. The most common themes were sound quality & performance and ease of set up. This insight led us to test whether surfacing reviews around these themes higher up on the Product Detail Page could build trust and influence conversions.
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Hypothesis

What We Tested

We ran a 20-day A/B/C test across the Product Detail Page to determine whether a product-specific or brand-level review would drive stronger results. Variant 1 introduced a review focused on sound quality and performance, while Variant 2 featured a review highlighting overall brand trust. The control version of the PDP did not include a review in this position. Our goal was to measure the impact of these variations on conversion, engagement and product exploration.

Insights

What We Learned

The test confirmed that shoppers respond more strongly to product-specific reassurance. Highlighting a review directly tied to the item being viewed gave customers the confidence to complete their purchase and explore additional products. In contrast, while the brand-level review encourages more shoppers to add items to their cart, it was less effective at converting them into buyers. This shows that trust in the product itself is the decisive factor when closing a sale.

The Results

Variant 1 (product-focused) outperformed both the control and Variant 2 (brand-focused), driving a 19.14% increase in Conversion Rate and a 10.77% increase in Revenue per Visitor. It also boosted Average Products per Visitor by 27.27%, showing users were more willing to browse and purchase after reading reassurance tied directly to the product.

Variant 2, while increasing Add to Cart Rate (+23.68%), failed to close the sale effectively, with Conversion Rate dropping by -7.38%. This indicates that while brand trust can spark initial engagement, product-specific validation is more influential in completing purchases. Both variants saw small increases in Bounce Rate, which is typical when adding new elements above the fold. 

Based on these insights, we recommend rolling out product-focused reviews (Variant 1) across PDPs to build trust, reduce hesitation, and encourage multi-product browsing.

  • 19.14%

    Increase in Conversion Rate

  • 10.77%

    Increase in Revenue per Visitor

  • 27.27%

    Increase in Average Products per Visitor
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