Varnish & Vine, a US-based ecommerce store, is the go-to destination for premium cactuses and tropical plants. In this case study, you'll learn an easy-to-copy product page optimization strategy that Varnish & Vine used to increase their revenue by 43% in just a few weeks.
Varnish & Vine is a US-based ecommerce store specializing in selling premium cactuses and tropical plants. They believe that every plant tells a story, and that’s why they’re dedicated to curating the finest collection of cactuses and tropical plants available.
Their online catalog boasts an expansive array of plants, each with its own unique charm and character. But that’s exactly what caused a challenge when it came to product page optimization.
Product detail pages have huge potential as they receive the chief portion of an ecommerce website’s traffic. What’s more, a significant majority of website visitors bypass the homepage entirely, arriving directly on the product pages from ads.
Still, they often don’t get the attention they deserve as there are so many of them and it can be a big challenge to optimize all product pages at once.
Marketers are usually turning to A/B testing tools to optimize their landing pages. However, when it comes to experimenting not with the structure, but with the content (headlines, subheadlines, and other copy) of product pages at scale, these classic tools fall short.
They lack the capabilities required to edit copy or add new copy on dozens or hundreds of product pages at the same time for maximum impact.
Moreover, creating new headlines or other copy for a multitude of products solely for testing purposes requires a lot of time and expense. And small businesses like Varnish & Vine simply don’t have that kind of resources.
Varnish & Vine has more than 70 product pages, which made it difficult for them to make any changes for the reasons mentioned above.
Thanks to the rapid advancement of AI, new innovations have emerged that can revolutionize product page optimization. One of these innovations is called the Smart Product Page Optimizer.
Powered by AI, this tool creates compelling headlines, captivating descriptions, and persuasive benefit lists, then automatically runs A/B tests to create the ideal product page. And it can do this for thousands of product pages at the same time: a feat that was inconceivable not too long ago.
Imagine having the ability to tailor each product page to perfection, optimizing its content to resonate with your target audience, and doing it quickly and at scale.
It’s the kind of efficiency that can elevate your ecommerce game to unprecedented heights.
Let’s take a look at Varnish & Vine’s original product pages: they had been using the product names as the main headline and didn’t really offer any other useful information in the above-the-fold section.
They decided to add new headlines and benefit lists to their product pages.
They told the Smart Product Page Optimizer what they wanted to change, and based on this information, the tool analyzed Varnish & Vine’s product pages and crafted captivating headlines, subheadlines, and lists of benefits for each product page automatically.
These additions were designed to resonate with the target audience and supercharge conversions.
This is how the updated product pages looked like:
Once the changes were made, the tool started running A/B tests automatically. This way, the Varnish & Vine team was able to compare the results of the AI-tailored product pages with the non-optimized product pages.
Based on the A/B tests, they saw that the AI-optimized product pages resulted in a 12% increase in orders and an impressive 43% increase in revenue.
Thanks to the Smart Product Page Optimizer, they turned solid product pages that were converting at an average rate into high-converting sales platforms—without any hassle.
Click on the button below to learn more about the Smart Product Page Optimizer & unlock AI-driven product page optimization and increased revenue before your competitors do.