Hypothesis

What the Data Told Us

During the CRO Audit for Stone Creek Coffee, we analysed heatmaps and mobile user behaviour on PDPs. We discovered that only 2% of mobile users were engaging with the “Shop by Roast” section. This meant the majority of users were making purchase decisions without understanding roast differences. For a product category like coffee, roast level directly impacts taste preference. When shoppers cannot easily compare or contextualise roast types, hesitation increases and decision-making slows. The issue wasn’t lack of information. It was accessibility of information at the moment of decision. On mobile in particular, the roast explanation sat too far down the page to influence buying behaviour.

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A/B Test

What We Did

We hypothesised that surfacing roast education earlier in the PDP experience would reduce hesitation and increase purchase confidence. Instead of forcing users to scroll, we introduced a clear “Shop by Roast” hyperlink closer to the top of the PDP on mobile. The link opened contextual roast guidance at the moment users were selecting their product, helping them understand flavour profiles before committing to purchase. This was a low-development change designed to validate whether education, when positioned correctly, could drive measurable commercial uplift.

The Results

The variant underperformed on desktop, where users could already access roast education via navigation. Introducing an additional entry point added noise rather than value.

On mobile, the behaviour was different. With limited screen space and deeper scroll depth, critical information must be surfaced proactively.

By aligning roast education with the decision moment, the test reduced cognitive load and improved purchase intent.

The projected incremental orders justified a permanent mobile rollout.

The impact on mobile was both measurable and commercially meaningful.

  • 6%

    Increase in Conversion Rate

  • 5%

    Increase in Revenue per Visitor

  • 4%

    Increase in Added to Cart Rate
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