The client
The client is a skincare brand selling direct to consumers on Shopify Plus, mainly to women aged 25–40 in the US and UK: $5M annual revenue, 320,000 monthly sessions, 84% of them on mobile.
The challenge
Paid social drove strong click-through, but the mobile product page converted at 1.9%, well below the 3.4% desktop conversion rate. A redesign six months earlier had changed nothing measurable.
Research findings
- Analytics: 71% of mobile product page sessions ended without scrolling past the first ingredient block.
- Session recordings (340 watched): shoppers zoomed in on the ingredient list, then left to search for reviews.
- Exit poll (1,120 responses): "Is this actually clean?" and "Will it suit my skin?" were the top two reasons for hesitating.
- User tests (6 participants): four of six said they didn't trust "100% natural" claims without proof.
The insight: the page asked for trust it hadn't earned. Shoppers wanted evidence, not adjectives.
Hypothesis
Because polls and recordings show mobile shoppers doubt ingredient claims, adding third-party lab-test proof and a free-returns promise above the fold will increase mobile product page conversion rate. Guardrail metric: revenue per visitor.
A/B test variations
Original page: hero image, "100% natural" badge, ingredients hidden in a tab.
Lab-report proof strip, free 30-day returns and a sticky add-to-cart bar.
Results
| Metric | Control | Variant | Change |
|---|---|---|---|
| Sessions | 48,210 | 48,034 | SRM check passed |
| Mobile conversion rate | 1.90% | 2.25% | +18.4% |
| Revenue per visitor | $1.95 | $2.28 | +17.0% |
| Confidence | 97.6% (two-tailed) | 21 days | |
Revenue impact
Annualized on mobile product page traffic, with our standard 25% novelty haircut, the winner is worth $370K a year. Three follow-up wins took cumulative mobile lift to 26% in the first quarter.
"In eleven weeks they found $310K a year we were leaving on the product page. Every win came with a confidence number, not a vibe."