Ali Demirbaş - Lab
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Product Detail Page

Making Contact Info Visible in the Header A/B Test

A visible phone number or email address can show visitors how to reach the business.

  • Product page
  • Purchase conversion rate (CR)

Control vs Variant

Absent on one side, present on the other.

Changed
Presence
Page
Product page
Difference
added

Hypothesis

It may also lead them to contact support instead of completing an online purchase. Compare the defined header contact block with no block; this setup does not isolate visibility from clickability.

How to run this test

Primary metric

Purchase conversion rate (CR)

Compare purchases per assigned visitor; note that purchases completed through support may not be fully attributable.

Other metrics

  • Contact link click-through rateCheck whether visitors use the visible contact link more often.
  • Add-to-cart rateTrack the step before purchase.
  • Exit rateWhere possible, distinguish recorded contact-link navigation from other exits.
  • Support call volumeCheck whether call volume creates an operational burden.

What to check before and during the test

  • Contact blockAdd a predefined clickable contact detail to the header.
  • InteractionKeep link behavior fixed; comparing clickable text with plain text is a separate test.
  • ChannelsChoose the contact channels before launch and do not add any during the test.
  • DesignKeep color, icons and visual emphasis consistent.
  • MobileCheck space usage, menu access and transitions to the contact channel.

Setup mistakes to avoid

  1. 1Do not crowd the header with too many contact details.
  2. 2On mobile, keep the contact block from squeezing the usable screen area.
  3. 3Do not make text or icons look clickable if they are not.
  4. 4Keep contact icons from competing with category navigation.
  5. 5Do not promote a channel that the team cannot respond to.