Win Report: 13% increase in sales with a simple change to a product page

Published: July 2025

Win Reports help you grow your business by showing our methodology at work. Each Win Report showcases a real-world test, sharing the research, insights, and techniques that led to the win.

In the next three minutes, we’ll show you how smoothing out an ecommerce product page increased conversions by 13%.

The original and variation versions of this test. — Small changes can be big levers. If you can’t see the difference, read on.

House of Worktops (HoW) is the only UK worktop supplier that manages the entire journey of its products from forest to front door. Specializing in premium oak, beech, ash, and walnut, their end-to-end model delivers superior quality, lower carbon emissions, and exceptional customer service. With over 4,000 reviews, the company has a 4.8/5 rating on Trustpilot.

Research: Hunting down friction

The best product pages are clear, persuasive, and friction-free. As we’ve said before, they are high-leverage opportunities for ecommerce CRO because they sit so close to the critical customer decision point.

When we reviewed House of Worktops’ product pages, one thing stood out. Sitting just above the key call-to-action (“See Sizes & Prices”) was a delivery checker—a short form that let visitors enter their postcode (ZIP code) to see delivery availability and cost.

Product page for a Prime Oak Worktop showing multiple images of the wooden surface in a kitchen setting, Trustpilot rating, pricing with discount, product description, and service information including carpenter support and delivery estimator. — The delivery checker sits just above the “See Sizes & Prices” button.

We knew from our research that delivery times and prices were an important concern for House of Worktop’s customers. But then again, did they matter now, before customers had even seen the worktop pricing? Or was the checker adding friction right at the moment we wanted users to move forward?

It’s easy to see the checker as a small thing, but we know from long experience that small things can disrupt flow at critical moments, creating unnecessary questions, activity, and cognitive load. On the heatmap of the page, you could see that the checker was attracting a fair amount of visitor attention.

Website heatmap of a product page for an oak worktop, showing concentrated user attention on the “See Sizes & Prices” button, postcode delivery field, and top navigation links, with lighter interaction across product images and support details.

How could we reduce the distraction without losing the functionality for users who needed it most?

The original page (or control)

Here’s a closer view of the right-hand section of the product page.

A closer view of the product form with the ‘Enter postcode’ form sitting just above the main call to action. — The control: The delivery checker sits just above the main button.

The tested page (or variation)

For the variation, we replaced the postcode form with a simple link. This retained the functionality while making it (implicitly) clear that the checker was optional.

A closer view of the variation form, which replaces the ‘Enter postcode’ form with a text link that says, ‘Enter postcode for estimated delivery times.’ — The variation: The form becomes an ‘Enter postcode’ link.

If a user clicked the link, it revealed the checker, which in turn provided an indicative delivery date and price.

Delivery information section with a revealed postcode entry form, estimated delivery date, shipping cost, and a link to contact the delivery team. — The variation: The form revealed.

As a final change, we added the following link below the form: “Need it sooner? Speak to our delivery team.”

This was a fallback intended to “catch” visitors for whom speedy delivery mattered most.

Result: Sales increased by 13%

During the test, we observed a 13% increase in sales and a 24% increase in revenue.

While the delivery checker wasn’t exactly a rough edge, this test shows the value of sanding product pages to the smoothest finish possible.

What next?

As usual, we added the test to our proprietary Wins Database, then looked for ways to apply its lessons to other parts of House of Worktops’ business and then to other clients.

If you want us to grow your profits—quickly and efficiently—check if you qualify for a free one-on-one strategy session with one of our CRO consultants.

We’ll only work with you if we believe we can get amazing results together. Our success has come entirely from positive word of mouth, and we plan to keep it that way.

Thanks to House of Worktops for letting us share these insights (and for being such a great team to work with).

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