The Ramp People is a UK specialist in wheelchair ramps, threshold ramps and access solutions for homes and businesses. Choosing the right ramp depends on details like height, width and load capacity, so customers compare products carefully before they buy.
The Ramp People partners with UK eCommerce CRO agency Proof3, who use Mida to test improvements across the store.
Proof3's analysis showed customers moving back and forth between listing pages and product pages while comparing ramps. Each product card carried a block of bullet-point features, which made the listing long and hard to scan, yet shoppers still clicked into product pages to check whether a ramp suited them.
The challenge was to make product cards easier to scan, without taking away the information customers needed to judge suitability.
Proof3 kept the information but changed how it was presented. Using Mida's code editor, they moved each card's key features into a collapsed "Key Features" accordion, so the listing showed price, stock and delivery at a glance and the detail was one tap away.
Control: every product card lists four feature bullets, making each card taller and the listing harder to compare.
Variant: the features are collapsed into a "Key Features" accordion. Cards are shorter and easier to scan, and shoppers can expand the details without leaving the listing page.
The accordion lets customers check suitability on the listing page itself, instead of opening product after product to find the same information.
Proof3 used Mida to run an A/B test on The Ramp People's product listing pages for desktop and tablet visitors, comparing the original product cards against the accordion version. The test ran for 18 days, with purchase conversion, add-to-basket rate and revenue per user as the key metrics.
The accordion product cards delivered a substantial improvement against the control:
Based on these results, the accordion product cards were rolled out to 100% of desktop and tablet traffic.
Product page views dipped slightly in the variant, while add-to-basket and purchases rose. That's the pattern you'd expect if the change worked as intended: shoppers found what they needed on the listing page, spent less time bouncing between pages, and moved on to buying with more confidence.
Less on screen can mean more information, not less. Progressive disclosure keeps product cards scannable while still giving customers the detail they need to make a decision.
Watch for "u-turn" behaviour. Repeated back-and-forth between listings and product pages is a strong signal that the listing isn't answering a key question. Proof3 used that signal to shape a test that Mida could validate on live traffic.
If you're looking to optimize your website's performance and streamline your A/B testing process, Mida is the ideal solution.
With its lightweight script and focus on performance, Mida ensures that your website remains fast and responsive while offering powerful A/B testing capabilities. Experience the benefits of Mida by integrating our lightweight script into your website today.
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