Test archive / Collection page
Do popular product tags lift collection page conversion?
Collection pages gave shoppers no cue about which products were popular. We added Most popular and Trending tags to product cards. On desktop, conversion rose 11.7% and revenue per visitor 8.6% over 19 days.
Won Desktop 19 days Called at 60%
The hypothesis
By tagging the most popular and trending products in each collection, we will point shoppers to proven choices, resulting in more exploring and buying.
Collections held many similar products, and nothing on the page showed which ones other shoppers chose most. Popularity is a quick shortcut when the options look alike.
We ran the tags on mobile and desktop as separate tests at the same time.
What we changed
We added Most popular and Trending tags to product cards.
The variation added a Most popular tag to the top sellers in each collection and a Trending tag to other products on the rise. The tags sat on the product cards. Nothing else on the page changed.
- Most popular tag added to top sellers
- Trending tag added to other products
- Ran on mobile and desktop
The result
On desktop, conversion rose 11.7% and revenue per visitor 8.6%.
On desktop, conversion rose 11.7% and revenue per visitor 8.6% over 19 days. The variation led the control steadily from the first week. With a lift under 10%, proving it with more certainty would have taken too long, so we called it a win.
On mobile, conversion rose 9.6% over 13 days, and revenue per visitor dipped 2.6%. With both devices trending up, we implemented the tags on all devices.
What we took from it
A popularity cue helped shoppers choose among similar products.
The products in these collections looked alike, and shoppers had little to go on. A Most popular or Trending tag gave them a quick reason to pick a product, backed by what other shoppers chose. The lift held steady on desktop and pointed the same way on mobile.