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#82 Relocating Unnecessary Elements Below the Fold

One of USA’s largest online furniture retailers operating offline since 1913 was experiencing an overall conversion rate of less than 1% and an average order value of $2,200. The product page had only 1.7% of visitors click the Add To Cart button.

 


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Control

Variant 1

The CTA button was placed above the fold. All options were made available above the fold. Unnecessary elements such as the SKU were placed elsewhere on the page. The description was moved below the CTA.

Variant 2

For the second variation, the only change compared to the control was to place the CTA button above the fold.

Results

108% increase in CR

Sources

• Reducing Visitor Anxieties Increased Conversion Rate By 108%

#81
Updating the Price Based on the Options Selected

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