Valentin YeoThe current label “100% Active Ingredients” (or “100 % WIRKSTOFFE”) highlights product purity but may not clearly communicate why this matters for the customer—especially in the context of oral care results like whiter teeth. This could result in missed conversion opportunities for users scanning quickly for benefits.
To test if reframing the accordion label to include whitening benefits or more persuasive phrasing improves engagement with this section and contributes to improved downstream conversions (e.g., add-to-carts or product interest).
EN: 100% Active Ingredients
DE: 100 % WIRKSTOFFE
EN: 100% active ingredients – 0% additives.
DE: 100 % Wirkstoffe – 0 % Zusätze.
EN: Only active ingredients. No additives.
DE: Nur Wirkstoffe. Keine Zusätze.
EN: Pure active ingredients. Full effect.
DE: Reine Wirkstoffe. Volle Wirkung.
EN: Pure ingredients. White teeth.
DE: REINE INHALTSSTOFFE. WEISSE ZÄHNE.
Impact 7/10 Could improve engagement with a high-intent benefit callout (whiter teeth).
Confidence 7/10 Whitening is a top-performing claim across other homepage sections.
Ease 9/10 Label-only editor test; no dev work required.
Total ICE Score: 23/30
VWO link:
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