Information dropdowns

Before

After

Hypothesis

By adding three dropdowns (Material & Care, Shipping & Returns, Our Quality Promise), we expect to increase conversion rate by answering essential questions at the decision point. Currently, customers must scroll or navigate away to find basic information, dropdowns provide just-in-time answers, reducing uncertainty and building confidence without leaving the page. Mechanism: Material details answer composition questions, shipping/returns reduce risk concerns, quality promise reinforces premium value, all without breaking minimalist aesthetic. Expected outcome: Higher conversion rate, lower bounce rate, fewer PDP exits.

What we learned

Conversion & Revenue: • CVR: +1.75% (5.600% → 5.698%) • RPV: +2.72% ($6.10 → $6.26) • PPV: +2.80% ($4.75 → $4.89) • AOV: No change ($108.91 → $109.96) • Est. incremental orders/month: +238 • Est. incremental revenue/month: +$40,387 Interaction Metric: Accordion interaction rate: −7.38% (59.4% → 55.0%) Fewer visitors needed to open the drawers, meaning the page built enough confidence passively. This is a friction reduction signal, not an engagement problem. Statistical Note Confidence level: 71.2% (one-tailed). Did not reach 95% threshold. CI: −4% to +8%. Called as a directional winner, all revenue metrics moved positively, sample sizes are balanced, and estimated impact is material. Key Learnings: ✅ Information placement converts: Moving existing content to the decision point outperformed having it buried below the fold or on a separate page ✅ Interaction drop = friction reduction: Fewer accordion opens means buyers got answers without extra clicks, the mechanic worked passively ✅ Risk reduction works for this audience: Shipping & Returns visibility at the PDP level is a reliable lever for first-time Ardant buyers ⚠️ Confidence below threshold: 75% is a directional call, monitor CVR closely post-launch rather than treating as settled