Which collection page product order converts best on mobile?

We did not know which products should lead our mobile collection page. We tested 3 product orders: 1 led by each of 2 product types, and 1 mixed. Over 17 days, leading with product type B lifted conversion 21.6% and revenue per visitor 41.7%.

Won Mobile 17 days Called at 90%

SURFACE

Collection page

DEVICE

Mobile

VERTICAL

Ecommerce (B2C)

PRIMARY METRIC

Conversion rate

VARIATIONS

3

The hypothesis

By changing which product type leads the mobile collection page, we will find the order that moves more shoppers to buy, resulting in a higher conversion rate.

Mobile shoppers see only a few products before they scroll, so the first rows of the collection page carry most of the weight. Earlier merchandising tests on this page had shown that product order changes what shoppers buy, so we tested which product type should come first.

What we changed

The product list reordered 3 ways: type A first, type B first, or mixed

All 3 versions showed the same products and changed only their order. Var A led with product type A, Var B led with product type B, and Var C mixed the 2 types through the list. A matching test ran on desktop at the same time.

VAR A: TYPE A FIRST

Product type A leads the list

VAR B: TYPE B FIRST

Product type B leads the list

VAR C: MIXED ORDER

Both product types mixed through the list

The result

Leading with product type B lifted conversion 21.6%

CONVERSION RATE

+21.6%

REVENUE PER VISITOR

+41.7%

VAR A CONVERSION

+16.4%

Over 17 days, leading with product type B (Var B) converted 21.6% better than the original and lifted revenue per visitor 41.7%, a revenue gain that cleared our confidence bar. Leading with type A (Var A) lifted conversion 16.4% and revenue per visitor 22.5%. The mixed order (Var C) lifted conversion 7.5%, with revenue per visitor flat. We implemented Var B.

What we took from it

On a small screen, the first products shown drive the sale

Mobile shoppers see only a few products at a time, so the first rows get most of the attention. Leading with the product type shoppers wanted most raised both orders and order value. On desktop, more products fit in 1 view, so the order mattered less.