Insight

Key Value Propositions Were Easy to Miss

For this premium travel equipment brand, key value propositions were available in the footer, where many shoppers would not reach them before deciding whether to buy. That placement mattered because new visitors represented 77.6% of traffic and had less prior knowledge to justify a premium purchase. Blend’s analysis identified an opportunity to put delivery, returns and product-guarantee reassurance beside the main buying action. Our approach to optimising Shopify PDPs treats the area around Add to Cart as a decision point: each message should answer a genuine concern without distracting from the purchase. Bringing established brand promises closer to the button could make product value easier to assess and strengthen confidence, especially on higher-value items where hesitation carries more commercial weight.

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A/B Test

Value Propositions Below Add to Cart

We ran an A/B test with Intelligems across all product pages, devices and visitors. The control retained the existing PDP, with key value propositions in the footer. Variant 1 added a reusable block below Add to Cart showing free-shipping guidance, fast order processing, 30-day returns and the Better by Design Guarantee™. We hypothesised that clearer reassurance at this point would strengthen purchase confidence and improve conversion. The block used Shopify metaobjects so the brand could manage its messaging and shipping threshold centrally after rollout.

The Results

Across 99,754 visitors, conversion rate remained at 3.30% in both experiences. Variant 1 increased revenue per visitor, average order value and checkout-begin rate by approximately 2%, while add-to-cart rate fell by 1%. This pattern suggests the extra reassurance did not prompt more shoppers to add a product, but may have helped those who engaged make firmer decisions and select higher-value purchases. That interpretation was strongest for premium products, where delivery, returns and guarantee information could reduce hesitation. The commercial movements were directional: Intelligems reported that the test did not reach weekly statistical significance, so the uplift should not be treated as a proven causal win. Even so, Variant 1 performed consistently enough for the client to approve and launch it. The next step is to monitor realised revenue after rollout and retest with greater power, with segments for new visitors and higher-value products. Further tests could compare value-proposition wording and order against the same control. See more Shopify A/B test examples in Blend’s library.

  • 2%

    increase in revenue per visitor

  • 2%

    increase in average order value

  • 2%

    increase in checkout-begin rate
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