- +16,1%revenue per visitorBoth changes below together
- +11,4%average order valueEvery size shown to scale, with its cost per month
- +4,2%conversion rateAmazon button out of the buy box
What the photo showed wasn't what the price bought
The first photo showed two 60 ml tubes. The cheapest option, preselected under "One-time", was $9: a 20 ml trial tube. A shopper who paid $9 expecting the tubes in the photo got a "baby sized" tube, and one of them said so in a review.
I showed every size to scale, with its price and cost per month
The size picker now draws each tube to scale: a small 20 ml trial at $9, a 60 ml tube at $12 that lasts about three months ($4 a month), and two 60 ml tubes for sink and shower at $19 ($3.17 a month, marked best value). Under it, one line confirms what ships: "What you see is what ships: a 60 ml tube."
Subscribe and save 10% is preselected, every 3 months to match the tube, and the Add to Cart button shows the exact total.
Conversion principleMake value visible in the unit the shopper thinks in (price per month + honest sizing). A $12 tube that lasts three months is cheaper per month than the $9 trial, once you can see it.
A/B test result: +11,4% average order value from this change, tested against the original page
I took the Amazon button out of the buy box
A bright yellow "Buy on Amazon Prime" button sat directly under Add to Cart, the same size. It sent ready buyers to another store, where the subscription, the free sunscreen and the brand's own reviews don't follow them.
The buy box now has one action. Under it: free sunscreen on orders over $25, made with a dermatologist, and a link to the 60-second skin quiz for anyone unsure.
Conversion principleOne primary action per decision (choice architecture). A second store button under Add to Cart splits the buyer's attention at the moment of purchase.
A/B test result: +4,2% conversion rate from this change, tested against the original page
I built the page out to explain the product and the routine
The old page had reviews and related products after the buy box. The new one explains why the product works and how to use it: a diagram of salicylic acid cleaning inside the pore, sixty seconds morning and night in three photos, the dermatologist's line, why $12 is about $4 a month, the three-step routine, reviews you can filter by skin type, questions, a closing add-to-cart and a full footer. On a phone a slim bar keeps the size and Add to Cart in reach.
Conversion principleExplain the mechanism (reason why). "It cleans inside the pore" turns a $12 wash into something a skeptic can believe.
BeforeAfter↔Why these changes worked
Shoppers saw two tubes in the photo and paid for one small one, and some felt misled. Drawing every size to scale with its cost per month showed that the 60 ml tube and the two-pack are the better deal, and average order value rose 11,4%.
With the Amazon button out of the buy box, ready buyers finished on the brand's own store, where subscriptions and offers apply. Conversion rose 4,2%, and revenue per visitor rose 16,1% overall.