When you go searching for advice on how to increase conversion rate there are long lists of things you absolutely have to add to a PDP.

⨁ More social proof (vague)

⨁ Pile on the UGC (operationally quite difficult)

⨁ Some AI-powered chat widget (just don’t)

We recommend a different approach.

Our internal mantra for ecom sites is “everything should earn its way onto the page”.

What does that mean?

Any element within the first ~three swipes on your PDP should:

❏ Be interacted with regularly

❏ Be neutral or positive in guiding users towards adding to cart and ultimately purchasing.

❏ Not disrupt the user experience unnecessarily

If we see elements taking up prime real estate that are ignored, have unusually low Revenue Per Session when clicked, or add tons of friction, they are prime candidates for removal.

We encourage you to run an A/B test eliminating that element. If the results come back neutral to good, you are free to rip it out.

That is what we call Negative Testing.

If you’ve interacted with Enavi long enough you’ve heard us talk about this concept.

Negative testing allows you to systematically remove the elements that secretly hurt performance, and then, either:

A - Replace them with a different, potentially more effective element.

or,

B - Leave the white space, allow the site to breathe and other elements to shine more brightly.

It is one of the best ways to quickly gain an extra 5-10% in revenue per visitor on your most trafficked pages.

Want an MVP way to get started?

• Grab your phone, open up an incognito tab and go to your best selling PDP
• Note elements that are clunky, intrusive, or just don’t seem to make sense to click in the moment (e.g., BNPL blocks)
• (Optional) Double check in your heatmap tool to see how heavily used they are
• Pick one element that fits the criteria above, and test removing it (often as simple as using CSS visibility settings).

As long as conversion rate and revenue per session don’t dip in the test, you can remove the element and free up extraordinarily valuable space on your PDP.

‍