Product: Accordion Layout on Product Detail Page
Hypothesis
Collapsing secondary product information (FAQs, ingredients, shipping) into accordion sections reduces cognitive overload on the PDP, keeping buyers focused on the purchase CTA while still making information accessible on demand.
Test Results
Key Learning
Context: Each additional form field adds friction to the product, increasing the chance users abandon before completing their submission.
What was tested: Accordion layouts on PDPs help mobile users navigate dense product information without friction. Reducing visible content length keeps CTAs above the fold or within thumb reach. Age-diverse audiences (Jackson's serves health-conscious families) benefit from clearly separated content sections. FAQ accordions close to the buy button address last-minute objections efficiently
Result: No statistically significant difference was detected. This null result is still valuable — it narrows the search space and helps calibrate your minimum detectable effect for future tests.
How to Apply This to Your Site
This experiment tested product: accordion layout on product detail page but produced no statistically significant change. The test was run on a product page page in the e-commerce industry. Inconclusive results suggest this particular change may not be a priority — focus testing effort on higher-impact areas.
Before you test: Consider that layout tests typically require adequate traffic to reach statistical significance. Run your test for at least 2 full business cycles to account for weekly traffic patterns.
This result reached 95% statistical confidence, meaning there is a very low probability the observed effect was due to chance. Results at this confidence level are generally considered reliable for making business decisions.
What Was Tested
As part of Jackson's 4-month CRO program with Blend, the product detail page was redesigned to use an accordion layout for supplementary information. Mobile traffic was dominant, and the accordion format allowed mobile users to scan and expand only the sections relevant to their purchase decision without scrolling through walls of text.
Methodology
Build On These Learnings
Save your own experiments, spot winning patterns across your test history, and stop repeating what's already been tried.
Related Experiments
Checkout: Multiple Steps
Problem: Friction during the checkout process causes users to abandon right when they're closest to converting.
Product: Welcome Mat - Partial
Context: Capturing visitor attention on the product with modals or overlays is a balance between engagement and annoyance.
Content Page: Maybe Later on Content Page
Context: Key actions on the content page disappear as users scroll, creating a gap between intent and the ability to act.
Product: Least Or Most Expensive First
Context: How prices are displayed on the product directly influences perceived value and willingness to buy.