Focused Branding on the PDP Boosted Visitor Action

Client: Pinnacle Promotions
Project Type: Iterative A/B Test – PDP Messaging Impact on Conversions

Hypothesis

We believed that introducing a clear, branded value proposition near the primary CTA on the product detail page (PDP) would help visitors feel more confident in taking action, ultimately leading to more leads and conversions.

Motivation:

A conversion audit and prior homepage testing revealed that visitors responded well to brand messaging that emphasized Pinnacle’s high-touch service and customization capabilities. However, this persuasive content was missing from the PDP, often the final decision point in the buyer journey.

What we changed

  • Placed a new section below the "Begin Order" (CTA) button which highlights the three main key value propositions.
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  • Included a note above the value proposition section explaining the role and purpose of the account manager.
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  • Highlighted the following value propositions:
    • Dedicated account manager
    • Creative solutions and budget optimization
    • In-house printing, packaging, and sourcing support

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Desktop Control
Desktop Variant
Mobile Control
Mobile Variant

Results

  • Visitors were 9.2% more likely to add a product to cart, showing greater purchase intent
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  • They were 22.8% more likely to complete a web order, indicating increased confidence and clarity
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  • Visitors were 44.6% more likely to submit a Contact Us inquiry, a key lead-generating event
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  • Estimated revenue lift: $402,200

    • Insights: Why It Worked

    • Visitors, especially new ones, may hesitate before customizing or placing a high-consideration B2B order.
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    • Reinforcing brand credibility and service offerings at the decision point helped overcome this hesitation, especially without disrupting the PDP flow.

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    Segment Insights

    • New visitors were 25% more likely to place a web order after seeing the value propositions.
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    • They also showed a 71% increase in Contact Us submissions and 16% more likely to initiate a chat, suggesting the messaging built trust and reduced hesitation.
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    • Returning visitors were 36% more likely to request a sample, showing increased trust in the brand’s offerings.

    What We Learned

    • Strategic messaging placed near key CTAs can drive meaningful engagement, especially when tailored to visitor awareness levels.
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    • We recommend extending value proposition messaging to other decision points across the site, particularly on high-traffic landing pages.
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    • Future tests could explore:
      • Alternative value prop phrasing
      • Varying levels of detail based on visitor segment
      • Placement and visual treatment to ensure visibility without distraction
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