RollerSkateNation.com, a niche ecommerce website that specializes in selling skates, conducted this test with the help of Incubate using Optimizely. All traffic sources were included in this test.
A previous test (Case Study here) showed that adding a tip to the page, versus a page with no tip, dramatically increased both sales conversions and overall revenue. Based on this, the team wanted to find the optimal placement for the expert tip.
In our opinion, the below-the-fold win is due to how shoppers consume content. Recent studies have shown visitors typically only give 20% of their attention below the fold. The information above the fold needs to meet your customer’s immediate desires, e.g. price, size, savings etc. Information below the fold is reserved for the more hesitant customer, which is a perfect place for supplemental information such as an expert tip.