Test archive / Collection page
Do daily purchase counts lift desktop collection page conversion?
The desktop collection page gave no sign of what other shoppers were buying. We added daily purchase counts to the top selling products. Conversion was flat at -0.9% over 22 days, while revenue per visitor rose 3.5%.
Not significant Desktop 22 days Not called Reviewed
The hypothesis
By showing social proof in the form of daily purchases, we will make shoppers more confident in their choice, resulting in more purchases.
Shoppers choosing between similar CBD products often look for a sign of what others picked. The collection page showed products without any cue about how often they sold.
We started the test on the gummies collection page and focused the counts on the top selling products only.
What we changed
We added daily purchase counts to the top selling products.
The variation showed how many people bought each top selling product that day, using historical sales data for the counts. It ran on the desktop gummies collection page. A mobile version started 10 days later.
- Daily purchase count on top sellers
- Counts drawn from historical sales
- Desktop gummies collection page
The result
Conversion was flat at -0.9% and revenue per visitor rose 3.5%.
On desktop, conversion stayed flat at -0.9% while revenue per visitor rose 3.5% and order value rose slightly. The mobile version lifted every measure, but none by enough to call. Combined, the result did not reach our confidence bar.
We paused the test and ran a site-wide follow-up on both devices. Conversion fell about 10% there, so we did not implement the counts.
What we would do next
Leave purchase counts off desktop collection pages for now.
Desktop shoppers did not buy more often when they saw daily counts. They spent slightly more, but not enough to call. When the site-wide follow-up lost ground, it showed the early mobile lift did not hold. We would test a different cue for choosing a product next.