Liquor Retailer Streamlines Product Detail Page for 18% More Order Confirmations

By Sally Hall

October 26, 2020


Product detail pages are one of the most important factors for conversion for ecommerce sites. It’s typically the last stop a user takes before adding an item to their cart and is where they learn about the product. Like most retailers, this major liquor chain with a large online inventory has a lot of important components to juggle on their product detail pages: product image, item details, product recommendations, item name, item price, quantity selector, and more. While all of these components have a part to play in driving conversions and customer satisfaction, they must be presented and highlighted at the right time.

When this brand started using SiteSpect, one of the first A/B tests they decided to do was experiment with streamlining their product detail pages (PDP) in order to drive add to carts and purchases.

Figuring Out What Matters on a PDP

The original PDP displayed four main elements:

  1. Product image
  2. Item name, price, quantity selector module
  3. Extended item details
  4. Cross-sell module with product recommendations

The optimization team suspected that while the extended item details seemed critical, they weren’t actually that important to customers, or to driving conversions. In this A/B test, they removed the extended item details and brought the cross-sell product recommendations module above the fold.


This A/B test brought a major revenue boost. The new product detail page saw a lift of 8.5% in adds to cart. Order confirmations on the new page went up by 18%. Over the course of the year, the new page will deliver $1.1 Million in additional revenue.

Moving forward, the team released this variation to 100% of traffic.

To learn more about SiteSpect, visit our website.


Sally Hall

Sally Hall

Sally Hall is an Optimization Consultant at SiteSpect, guiding SiteSpect users on the road to optimization. She has more than 10 years of experience as a web optimizer and testing manager for enterprise brands. She is based in Austin, Texas.

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