Do collection banners on a sizing guide lift sales?
Our sizing guide offered size charts but no path into the catalog. We tested adding low contrast banners linking to key collections. Over 30 days, conversion fell 8.5% against the control, and the result did not reach our confidence bar.
Not significant Responsive 30 days Not called Reviewed
The hypothesis
By adding banners on the sizing guide that link to best seller and sale collections, we will give readers a direct path to shop, resulting in higher revenue per visitor.
The sizing guide gets steady traffic, but it only offered size charts and had no clear next step into the catalog. Links to curated collections looked like a natural bridge, and they also add internal paths that help search engines find those collections.
An earlier version on this page, with a bolder sale banner and button, lost. This round used quieter, low contrast banners so they would not compete with the size charts.
What we changed
We added low contrast banners linking to key collections.
In the variation, the sizing guide showed in-content banners linking to collections such as women's best sellers, men's best sellers and the sale. The banners used low contrast styling so they would sit quietly within the guide. The size charts and page layout stayed the same.
- Banners added within the sizing guide
- Linked to best seller and sale collections
- Low contrast styling to suit the page
The result
Conversion fell 8.5% with the banners, short of our bar.
Revenue per visitor fell 25.6% in the variation. With more time the results leveled out, and neither conversion nor revenue reached our confidence bar. Since this was the second design on this page with no positive signal, we paused the test.
What we would do next
Sizing guide visitors came for information, not to shop.
Across 2 designs on this page, neither drew readers into the catalog. People who open a sizing guide seem to be at a research stage, checking fit before they are ready to choose a product. On this page, we would keep the focus on clear sizing help and test shopping prompts in other places.