Test whether collapsing long product details into mobile accordions reduces bounce and improves add‑to‑cart

Overview

Goal: Improve mobile product page scannability by collapsing long details into accordions.

Build time: 6–8 minutes.

Expected impact: Potential reduction in product page bounce (5–12%) and uplift in add‑to‑cart.

Hypothesis

On mobile, dense, always-expanded spec blocks push key actions out of view and overwhelm readers. Switching to short, labeled accordions (“Details,” “Care,” “Shipping/Returns,” “FAQ”) makes content skimmable, keeps the CTA in view more often, and reduces bounce without hurting conversion.

Assumptions

• Scannability: Collapsed sections help visitors find what matters quickly.
• CTA Visibility: Shorter page height keeps Add to Cart accessible, improving intent actions.
• Information Scent: Clear labels ensure users can still access important info when needed.
• Mobile Constraints: Small screens amplify the cost of long, fully expanded content.

Setting up the experiment in Personizely (Template Test)

Run a Template A/B test:

• Control: Long, fully expanded description/specs on product pages.
• Variant: 3–4 collapsible accordions with concise titles (e.g., “Details,” “Care,” “Shipping & Returns,” “FAQ”), collapsed by default.

Keep accordion headers short, ensure tap targets are large, and keep the first 1–2 lines of key benefits visible near the CTA. Preview and QA on common screen sizes.

For step‑by‑step instructions, see: How to create a Template experiment →

https://help.personizely.net/en/article/how-to-create-a-template-experiment-1c90bhs/

Suggested configuration:

• Targeting: Mobile only; optionally filter to products with long descriptions.
• Traffic split: 50/50.
• Goals: Primary = Product page bounce rate; Secondary = Add to Cart, time on page, scroll depth.
• Trigger: Immediate.

Additional notes:

• Put critical trust info (e.g., shipping/returns highlights) in the first accordion.
• Preserve SEO text in DOM; do not hide essential content from crawlers.
• Ensure accordions are accessible (keyboard/talkback), and remember open/closed state per session.
• Avoid nesting multiple accordions; keep hierarchy flat and predictable.

This Template Test will help you learn whether mobile accordions increase scannability and reduce bounce compared to long, fully expanded spec blocks.

Updated on: 15/12/2025