PDP above-the-fold redesign

Before

After

Hypothesis

If we redesign the ATF to front-load trust signals, free gift value, and scannable benefits, then CVR and RPV will increase, because mobile visitors will get proof, value justification, and risk reversal at the decision point without scrolling, reducing the doubt-driven drop-off we see across both the PDP and BOGO funnels.

What we learned

Results: - CVR: +4.35% (6.88% to 7.17%) - RPV: +6.33% ($8.55 to $9.09), est. +$43k/month - AOV: +1.90% ($124.37 to $126.73) Learnings: - Add-to-cart stayed flat, but cart and checkout completion improved. The new ATF sets clearer expectations upfront (gifts, guarantee, social proof), so buyers arrive at the cart more committed and abandon less. Next steps: - Rolling out the winning version as the new default mobile PDP. - This ATF becomes our new baseline, so every upcoming PDP test iterates from a stronger starting point.