Does preselecting the second option lift product page conversion?
Product pages opened with the smallest quantity selected. We tested preselecting the second, larger option in the dropdown. On desktop, conversion fell 3.4% and revenue per visitor rose 5.6% over 19 days, not a conclusive result.
Not significant Desktop 19 days Not called
The hypothesis
By preselecting a larger quantity, we will set expectations and anchor pricing, resulting in a higher average order value without hurting conversion.
Flowers on these pages came in quantity options, and the dropdown started on the smallest pack. Many wedding orders need more than that.
We expected a larger default to anchor shoppers on a bigger order. If it worked, conversion would stay about flat while revenue per visitor rose.
What we changed
We preselected the second quantity option in the product dropdown.
The variation selected the second option in the quantity dropdown when the page loaded. Shoppers could still pick any other option. The test launched on mobile and desktop at the same time.
- Second quantity option selected on load
- All options still available
The result
Desktop conversion fell 3.4% while revenue per visitor rose 5.6%.
Desktop followed the pattern we expected: conversion fell 3.4% and revenue per visitor rose 5.6% over 19 days. Neither reached our confidence bar, and the lift was not enough to justify a desktop-only change.
Mobile dropped across the board, with conversion down 18.8%, and we paused it after 13 days.
What we would do next
Test the larger default on desktop only, with a longer run.
On desktop, shoppers took the larger default and spent more without many walking away. On mobile, it cost too many orders. A desktop-only test run long enough to confirm the revenue gain would show whether the anchor is worth keeping.