Declutter and re-arrange PDD

Before

After

Hypothesis

If we update the above-the-fold section to surface the primary value propositions and align the on-page messaging with the ads, PDP engagement and conversion will improve. Additionally, reducing the full search bar to a search icon will decrease above-the-fold distraction and help drive more users toward the primary CTA.

What we learned

What we tested: We reorganized and decluttered the PDP above-the-fold section to surface primary value propositions, align messaging with ads, and reduce distraction by replacing the full search bar with a search icon. What happened: The variation outperformed control across the two primary metrics. - Conversion rate: Control 2.4% vs Variation 2.6% (+11% uplift) - Revenue per visitor: Control $0.77 vs Variation $0.85 (+9% uplift) - Average order value: Control $32.84 vs Variation $32.41 (-1%, effectively flat) Statistical confidence: There is a 96% chance the variation is better on conversion rate, and an 87% chance it is better on revenue per visitor. Average order value is inconclusive (40% confidence). Why it matters: The hypothesis was confirmed, surfacing value props above the fold and reducing search bar distraction improved both engagement and conversion. The lift in conversion rate and revenue per visitor without any drop in order value suggests the changes drove more qualified buyers to purchase rather than cannibalizing order size. Recommend implementing this variation.