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Showing Country of Origin on Product Pages A/B Test

Where a product was made or designed may affect how shoppers evaluate it, depending on the category and market.

  • 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

These are different facts: design location does not establish manufacturing origin. Do not remove required origin information; where optional display is appropriate, test one verified statement.

How to run this test

Primary metric

Purchase conversion rate (CR)

Compare purchases among assigned visitors who are eligible to see verified origin information.

Other metrics

  • Purchase conversion rate (CR)Compare purchases among visitors assigned to each version of the verified origin information.
  • Return rateCompare returns over the same follow-up period and classify reasons where possible.
  • Origin-related support requestsCompare questions about where a product was made or designed using the same traffic denominator.

What to check before and during the test

  • WordingAdd one verified statement about where the product was made or designed.
  • PlacementChoose one fixed placement before the test.
  • CategoryReview product categories separately.
  • FormatKeep wording and any icon presentation fixed.
  • MarketRandomize within eligible markets and assess them separately.

Setup mistakes to avoid

  1. 1Distinguish where a product was made from where it was designed.
  2. 2Do not change the product price along with the presence of origin information.
  3. 3Do not selectively show origin only for countries with a favorable perception.
  4. 4Check applicable origin-labeling rules in each market before changing the format.
  5. 5Do not make an origin badge larger than the product image.