How raising key details on a CPG product page lifted conversions 19%

If the story sells the product, shoppers need to see it early – before they decide.

For premium CPG brands (tea, coffee, supplements) the value proposition is the origin, sourcing, and preparation details.

That’s what justifies the price.

But on one tea brand’s PDP, 25% of desktop visitors never reached that content.

Shoppers were evaluating the product without ever seeing the information that would sell it.

We moved the “Details / About / Origin / Preparation” sections higher on the page and added a floating Table of Contents that appears as soon as the user starts scrolling.

Two goals:

1. Make the story unavoidable.
2. Make long-form content easy to navigate.

This repositioning led to a 19% lift in conversions.

The floating TOC bar gave them a clear roadmap through a long product page.

This reduced the chance of missing key info (and increased the likelihood of committing).

Shoppers reached the educational content earlier, understood what made the tea worth the price, and moved forward with more confidence.

✨ Takeaway: If your story is what sells the product, it needs to be seen before shoppers decide whether it’s worth the price. Make it impossible to miss with a well-timed Table of Contents for higher conversions.