Why you should test value proposition placement – not just content.

Position anything unrelated to your product (ie: charity messaging) below Buy Box details to eliminate distraction.

Good rule of thumb: anything that disrupts the purchase flow has to go.

99% of the time if it’s not essential product info, it will distract customers.

Even the most compelling social impact messaging.

For example: a housewares brand had a charitable giving message above the details and description section on their product page.

While this purpose-driven message sounded great, it distracted from the product specifications in the buy box.

We tested moving it lower on the page and conversions increased by a whopping 20.7%.

Sales information stayed front and center, and the charitable messaging still reinforced brand values.

Takeaway: Ensure product details are the focal point on the product page, and always test placement of non-essential elements before assuming they’re helping.

Try it out!