Test archive / Collection page
Do category star ratings lift mobile collection page conversion?
The mobile collection page opened with a tall hero and a separate Read More link. We tightened the hero and added a star rating for the category. Conversion rose 9.1% and revenue per visitor 9.2% over 23 days.
Won Mobile 23 days Called at 80% Reviewed
The hypothesis
By tightening the top of the collection page and showing a star rating for the category, we will build confidence in the products listed, resulting in more add to carts and purchases.
On mobile, extra padding in the hero pushed the products down, and the intro copy ended with a Read More link on its own line. Nothing near the top told shoppers how others rated the products.
We tested the spacing changes alone, and the same changes with a category star rating.
What we changed
We tightened the mobile hero and added category star ratings.
Variation A reduced the padding in the hero and moved the Read More link inside the intro copy. Variation B made the same changes and added a star rating for the whole category near the top of the page. We paused Variation A partway through to send more traffic to Variation B.
- Hero padding reduced
- Read More moved inside the intro copy
- Same changes as Variation A
- Category star rating added near the top
The result
Variation B lifted conversion 9.1% and revenue per visitor 9.2%.
Variation B won over 23 days. Conversion rose 9.1% and revenue per visitor 9.2%, with order value about the same as the control. The first 5 days were noisy, so we let it run longer.
Variation A was paused partway through. We implemented the spacing and star ratings from Variation B on mobile.
What we took from it
A category rating gave shoppers confidence before they chose.
The star rating told shoppers the whole range was well reviewed before they looked at a single product. The tighter hero brought the products up at the same time. Order value held steady, so the lift came from more shoppers buying.