Karen MillenProduct page
Add-to-bag button colour test
What changed Turns the Add to Bag button from black to deep green
Seen 27 Aug to 27 Aug 2026
Rolled back
ABSee / Guides / Product page optimisation
GuideProduct page optimisation. What brands actually test.
This guide covers what ecommerce brands test on the product page, the page where a shopper decides whether to buy. ABSee has recorded 200+ brands testing here over May to October 2026.
Updated October 2026 · Source: ABSee record · Methodology →
What brands are testing
Nine themes on the product page. The changes brands put to a test.
Each tile is one kind of change brands tested on the product page. The chip is a size word: how many brands in the record tested it.
- many
Recommendations and cross-sell
Similar items, complete the look, recently viewed, and rows moved above the reviews.
- many
Buy box and add-to-cart button
Colour, wording, a button that works before a size is chosen, taller buttons and sticky bars.
- many
Gallery and media
Video first, grid layouts, zoom, on-model lead photos, AI-generated model shots removed.
- many
Product details and description
Bullets, accordions collapsed or open, reasons-to-buy lists, sections removed.
- several
Price, discounts and offers
How a discount is shown, red sale prices, member price first, free-gift badges, bundle builders.
- several
Size and fit
Size guides, fit notes, finders and the size picker itself.
- several
Urgency and social proof
Low-stock lines, recent-purchase counters and other signs that people are buying.
- several
Reviews
Where reviews sit, review summaries, and star ratings near the price.
- several
Delivery and returns reassurance
Free-returns callouts, delivery rows and reassurance stacks under the buy button.
The themes, one by one
Kate SpadeProduct page
CotopaxiProduct page
The themes, one by one. What brands actually changed.
Where a theme has its own pattern page, this guide gives two sentences and sends you there; the depth goes to the themes that do not. All of them sit under the product page hub.
Gallery and media
Brands tested what the shopper sees first: a video leading the gallery, a grid in place of a carousel, zoom, an on-model lead photo, and AI-generated model shots taken out again.
Price, discounts and offers
A discount label or the sale price alone, red prices, member price first, free-gift badges. Kate Spade tested hiding the discount label and showing only the sale price.
Kate SpadeProduct pageProduct discount percentage removal
What changed Hides the discount percentage label from the price display.
Seen 19 May to 17 Jul 2026
Shipped
Product details and colour
Details collapsed or open by default, bullets in place of paragraphs, sections removed to shorten the page, and swatches that show the product itself. Cotopaxi tested product-photo swatches in place of plain colour dots.
CotopaxiProduct pagePhoto colour swatches
What changed Replaces colour swatches with product photos and a label.
Seen 4 Jul to 31 Jul 2026
Rolled back
Buy box, size and fit
Many brands tested the buy box, from button colour to sticky bars; see sticky add-to-cart. Size guides, fit notes and finders have their own page: size and fit.
Proof, urgency and reviews
Signs that other people are buying, low-stock lines and review placement each have a pattern page. See social proof, low-stock and urgency and reviews placement.
What a record looks like
One experiment, in full. The record behind every theme.
Every theme above is made of records like this one, with every field shown: before and tested, what changed, the likely hypothesis, the takeaway, the dates and what the brand did next.
AllSaintsProduct page
ShippedIntelligence plan
Product page wishlist button redesign- What changed
- Relocates the wishlist button and updates its icon to a bookmark.
- Likely hypothesis
- By relocating the wishlist button next to the product title and testing a bookmark icon, we can increase the wishlist addition rate, because placing the action in the shopper's primary reading path improves its discoverability.
Seen 19 Jun to 17 Jul 2026
Problem being solved and strategic takeaway
- Problem being solved
- Standard wishlist button placement and default icons are often easily overlooked by shoppers.
- Strategic takeaway Intelligence plan
- Positioning secondary actions like save options directly alongside primary focal points like product titles improves interaction consistency.
- Principle Intelligence plan
- Action Proximity
Bring a hypothesis
Bring a hypothesis. See who tested something like it.
On the Intelligence plan your assistant files comparable experiments as evidence for, against, or closest match. An illustration of the format, built from public experiments. Your assistant returns the comparable experiments ABSee finds for your own hypothesis.
HypothesisIntelligence plan
If we remove secondary content from the product page,then more shoppers will add to bag,because there is less to distract them.
For
ZimmermannProduct pageHow to use this
How to use this. Evidence for a hypothesis, not an answer.
Find the problem in your own data
Start from where your own shoppers leave or hesitate.
Check what the market tried
Find brands like yours, what they tested and what they did next.
Test it yourself
Only your own experiment tells you what works on your site.
What this page does not tell you
What this page does not tell you. And why.
Whether it works
No outcome rates. Whether each brand kept a change is part of the Intelligence plan.
When a brand started
First seen is when ABSee first recorded a test, not when the brand began it.
What will work for you
One experiment is one brand's decision, with its own shoppers.
Questions
Questions
Which product page changes increase conversion?
ABSee publishes no rate for any theme here. The record shows, per experiment, whether the brand kept the change; that is part of the Intelligence plan.
What do brands test most on the product page?
In the ABSee record, many brands tested recommendations, the buy box and add-to-cart button, the gallery, and the product details. Those are size words, never a share or a ranking.
How is this different from the product page hub?
The hub lists every product page pattern with its own page. This guide covers the whole page and gives the most room to themes that have no pattern page yet.
Which brands are named on this page?
Karen Millen, Kate Spade, Cotopaxi, AllSaints, Reebok and Zimmermann, as public examples. The other brands are named in the record.
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