Test archive / Collection page
Does a most popular flag with star ratings lift collection page conversion?
The desktop collection page gave no cue about which product to start with. We flagged the most popular product and added star ratings to the top of the page. Conversion rose 12.4% and revenue per visitor 15.2% over 21 days.
Won Desktop 21 days Called at 90%
The hypothesis
By highlighting the top product in each category, we will help shoppers discover the best place to start, resulting in a higher conversion rate.
Each category held several similar products, and the grid treated them all the same. Shoppers had no signal about which product others chose most.
On mobile, star ratings already showed at the top of the page. Desktop did not have them.
What we changed
We flagged the most popular product and added star ratings.
Variation A added a Most Popular flag to the top product and changed its border color. Variation B made the same changes and added star ratings at the top of the page, as on mobile.
- Most Popular flag on the top product
- Border color updated
- Same changes as Variation A
- Star ratings added at the top, as on mobile
The result
Variation B lifted conversion 12.4% and revenue per visitor 15.2%.
Results were strong from the first week, and we let the test run 21 days to pick between the 2 variations. Variation B, with the flag and star ratings, won. Conversion rose 12.4% and revenue per visitor 15.2%, so order value rose too, by about 2%.
We implemented Variation B on desktop.
What we took from it
A clear starting point and visible ratings helped shoppers choose.
The flag told shoppers which product others picked most, and the star ratings backed that choice with reviews. Together they gave shoppers a reason to start with a proven product instead of comparing every card.