Do body copy A/B tests work on product pages?

About the same as anywhere else. Body copy tests win 9% of the time on product pages, against 11% across all page types. This page neither helps nor hurts the change type.

It is not the best use of a test slot on this page though. Headline tests win 18% on product pages on 100+ tests.

The numbers

	product pages	all page types
Tests analysed	100+	250+
Beat control	9%	11%
No measurable difference	83%	—
Lost to control	7%	—
Median lift when it won	+16.1%	—

Median traffic per variant was 945 visitors.

What else is worth testing on product pages

change type	win rate on product pages	tests
Headline	18%	100+
Styling	14%	250+
Body copy (this page)	9%	100+
Split URL	9%	100+
Social proof	8%	50+
Price framing	8%	38 tests
Layout	6%	50+
CTA copy	6%	48 tests

Only change types with at least 30 tests on product pages appear here.

What counts as a body copy test

Supporting paragraph text is rewritten, shortened or expanded. Headings, images and CTAs are untouched.

Control and variant wireframe for a body copy A/B test — Control on the left, variant on the right. For how this differs from adjacent categories, see the body copy benchmark.

Body copy tests that won on product pages

numbered list item reading a duration/step option
bullet list of ergonomic benefits followed by a today-only free tire repair kit offer stated twice with slightly different wording
step-by-step booking guidance with headings for swim assessment and ready-to-book sections, including instructions for new vs returning customers
Sequence of assessment/booking prompts explaining program selection and directing new vs returning customers to different booking channels

Body copy tests that did not

Detailed product description for a limited-time free-shipping dual chicken thigh gift set, listing brandy- and Shaoxing-marinated chicken thigh varieties with ingredient sourcing, plus bullet points on convenience, no preservatives, dual certification, taste, nutritionist endorsement, and shipping s
a four-item feature list highlighting 100+ friendship challenges, creating your own photo book, strengthening friendship bonds, and expert-designed content
Product description for LOBLES Nano sponges highlighting chemical-free cleaning via dense cellular structure, contrasted with a normal sponge's weaker fiber density, hardness, durability and cleaning performance

These are individual tests, not rules. Each ran on one site, with one audience, against one page we are not showing you. They are picked to be illustrative rather than sampled at random, and a change that won here can lose on your page for reasons none of this captures. Read them as prompts for what to test, not as findings to copy.

Who ran these tests

This is every Mida account that ran a readable test — in-house marketers, founders, product teams, and agencies working on client sites. Nothing here is filtered by who ran the experiment or how experienced they are.

Low win rates are normal in experimentation, including at the top end. Microsoft's experimentation team, reporting on its own platform, found that only about one third of ideas improve the metric they were designed to improve — and that roughly another third actively hurt it. That is a dedicated experimentation organisation with research, prioritisation and review behind every test.

A mixed population like this one runs below that. The gap is roughly what disciplined practice buys you: ideas grounded in research rather than opinion, one variable at a time, and tests built so the result can actually be read.

So treat these as a general base rate, not a target. If you would rather not close that gap the slow way, find a CRO agency in the United States, the United Kingdom, the Netherlands or Australia — or browse every region.

A win is a variant that beat its control on that test's primary goal with a statistically significant result. Tests that never got enough traffic to say anything either way are excluded. The methodology has the full detail, including what these numbers cannot tell you.