Does a consultation link on DIY kit pages lift revenue?
Our DIY kit pages offered no way to ask for expert help, while themed pages did. We tested adding a consultation link to the kit pages. Over 28 days, conversion rose 13.6% and revenue per visitor fell 8.1%, both short of our confidence bar.
Not significant Responsive 28 days Not called Reviewed
The hypothesis
By adding a consultation link to DIY kit pages, we will get more shoppers to book a call, resulting in larger orders and higher revenue per visitor.
The consultation offer only appeared on the store's themed inspiration pages. Shoppers on DIY kit pages had no direct way to ask for help before they bought.
We expected that offering consultations on kit pages too would bring in more calls and lead to larger orders. More calls would also give us a bigger group to learn from in later consultation tests.
What we changed
We added a consultation link to the DIY kit product pages.
In the variation, DIY kit pages showed a link inviting shoppers to book a consultation, the same offer that already ran on the themed inspiration pages. The rest of the page, including the kit options and the add to cart button, stayed the same.
- Consultation link added to DIY kit pages
- Same offer used on themed inspiration pages
- Rest of the page unchanged
The result
Conversion rose 13.6% but revenue fell, short of our bar.
Revenue per visitor, the main measure for this test, fell 8.1% while conversion rose 13.6%. Midway through, clicks to the consultation page were up about 23%, but that lift did not reach our confidence bar either. The main numbers stayed close to flat from week to week, so we paused the test and moved on to the next round on these pages.
What we would do next
More consultation clicks did not turn into more revenue.
Shoppers noticed the link, but the extra interest in consultations did not show up as larger orders during the test. On these pages, our next step was to help shoppers choose the right kit size on their own, with clearer details on what each size can make.