Achieving a double-digit lift for your primary metric is always a flex — and it sure doesn’t happen every test.
Let’s look at 5 examples of design patterns that achieved >10% lift on mobile from the Evidoo database (with some of my fave inspo from Ecom Ideas).
USP bullets on mobile PLP
Because not everyone lands on your home page, reaches your cart or pays attention to your top-line marquee bar, showing off your USPs (Unique Selling Propositions) on PLPs (Product Listing Pages) is an idea to consider.
USPs give you the chance to reassure customers of benefits like free shipping, easy returns, satisfaction guarantees or other “value props.”
For the 2 test cases in the Evidoo database, adding a USP block to mobile Product Listing Pages (PLPs) generated an average conversion rate lift of 10.48% with a 100% win rate.
However, desktop brought different results for the same test sites – only 1 of the 2 experiments won with an average conversion rate lift of 5.9%.
For design inspo, check out a few examples from the Ecom Ideas Category page collection:
Move delivery detail near Cart button on PDP
It’s not just what you say but where you say it ;)
Placing delivery information closer to the Cart button (where the customer experiences the most anxiety on a PDP) makes it a “point of action assurance” (POAA) rather than a mere tagline.
This test lift conversions by 10.8%! Remember, this detail existed in the Control version already, a simple tweak made it so much more impactful.
My favorite example of this tactic from the Ecom Idea database is Chubbies — though it would be even more visible without the competing Catch CTA (another testing opportunity to measure with and without competing CTAs):
👉 Find more ideas for Buy Box detail on Ecom Ideas
Swap homepage video for static banner
Video banners and backgrounds are trending hard – they add to the vibe of your site and can tell a story. But they can also be superfluous and slow your site speed if not implemented well.
It’s always a good idea to test video against static content – and to test by device type.
In this test case, a static homepage banner converted 11.1% better than its video Control on mobile – while desktop actually lost and dropped CR% by 6.6%.
Desktop devices are often running faster networks (on average), so it’s not shocking that video performed better on the wider screen with faster rendering than on mobile, but that removing it hurt conversion in this case is intriguing.
👉 Performance tip: Some video hosting and optimization tools (like Speedsize and Videowise) use their own CDNs and device / network detection to serve the best file format to each user to ensure fastest load.
Add contextual images to PDP gallery
Showing product-in-use images in the PDP gallery has long been best practice, and the average 13.2% conversion lift across 2 test cases shows how much $$$ can be left on the table for listings without them.
Today with GenAI you can “fake” photoshoots if you’re just working with white or transparent background images, so there’s (less) excuse to neglect this tactic. Just make sure that imagery is relevant and realistic.
You can also test using infographics in your galleries to bring more of your product features and benefits above the fold where users are most likely to see them. Product image galleries typically have the highest PDP engagement for most merchants.
A few of my faves from the Ecom Ideas stash 💡…
Tortuga shows its backpack sizes side-by-side on different humans:
Amika combines product-in-use with bulleted instructions:
Marc Jacob shows its handbag with everyday items to show how much you can fit inside (generated using Tangiblee's AI-generated lifestyle content tools):
Show color swatches on PLP
Most fashion sites do show color swatches in the product grid but it’s always interesting to quantify how much they help boost revenue.
For one merchant, adding swatches bumped conversion rate by 10.17% on mobile.
It’s even more important on mobile to surface color options at the product list level as filter menus are harder to fiddle with, and the effort to pogo-stick between products is greater on smaller screens and it’s harder to open products in multiple tabs for shotgun browsing).
Big thanks to Evidoo for sharing this testing data. Want more? Get access to 300 more tests for free at https://www.evidoo.io/