Test archive / Collection page
Do richer product cards and intro copy lift collection page sales?
The collection page opened with a 1-line intro and simple product cards. We tested a longer intro plus cards showing pack sizes, a starting price and a category tag. Conversion fell 16.5% over 33 days, short of our confidence bar.
Not significant Responsive 33 days Not called
The hypothesis
By explaining the product line at the top of the page and adding pack sizes and starting prices to each card, we will help shoppers choose without opening every product, resulting in more orders.
What we changed
We added an intro paragraph and richer product cards.
The control showed a banner, a 1-line description and product cards with a rating, name, price and a View Product button. Var A replaced the description with a headline and a short paragraph on effects and flavors. Each card gained a category tag, the available pack sizes and a starting price, and the button changed to Shop Now.
- Headline and paragraph replace the 1-line intro
- Category tag on each product card
- Pack sizes listed on each card
- Starting price shown on each card
- Button reads Shop Now, not View Product
The result
Var A converted 4.24% of visitors vs 5.07% for the control.
Var A converted 4.24% of visitors against 5.07% for the control, and revenue per visitor fell 9.5%. Orders that did come through were larger, with average order value up 8.4%, but not by enough to make up for fewer orders. Results slipped week over week, so we paused the test before it reached our confidence bar.
Mobile drove most of the gap. First-time visitors favored the control, while returning shoppers leaned slightly toward Var A.
What we would do next
Test the card details alone, without the long intro.
Var A held visitors slightly better on arrival, with a lower bounce rate, yet fewer of them bought, and the gap was widest among first-time mobile shoppers. The bigger baskets suggest the pack sizes helped shoppers who were set on buying. Splitting the intro copy from the card changes would show which one drove each result.