Does describing kit sizes by what they make lift conversion?

Our DIY kit pages listed sizes without saying what each one could make. We tested a size selector that described what each kit size creates. Over 28 days, conversion moved 2.2% lower, short of our confidence bar.

Not significant Responsive 28 days Not called

SURFACE

Product page

DEVICE

Responsive

VERTICAL

Ecommerce (B2C)

PRIMARY METRIC

Conversion rate

VARIATIONS

1

The hypothesis

By describing what each DIY kit size can create, we will help shoppers pick the right size with confidence, resulting in a higher conversion rate and order value.

Shoppers choosing a kit size have to guess how many arrangements each size will make. Spelling that out at the selector looked like a direct way to remove that guess.

We ran the test on the 5 busiest kit pages, since kit contents change often.

What we changed

A kit size selector that says what each size can create

We added a select your kit size section that described what each size could create. We also removed links from the product description and made the additional details and flower care buttons smaller.

VAR A: OPTION DETAILS

Size selector says what each kit size creates
Links removed from the description
Smaller details and flower care buttons

The result

The new size selector moved conversion 2.2% lower

CONVERSION RATE

-2.2%

REVENUE PER VISITOR

-1.1%

RERUN CONVERSION

+7.7%

Over 28 days, the new selector converted 2.2% worse than the original, and revenue per visitor was 1.1% lower. The lead changed from week to week, and neither gap reached our confidence bar.

We reran it from 6/26 to 7/19. Conversion was 7.7% higher and revenue per visitor 8.4% higher, also short of our bar.

What we would do next

Test the medium kit as the default selection

Describing each size did not clearly change what shoppers did, across 2 runs. The medium kit is the most popular of the 4 sizes, so the next test would select it by default and see whether that speeds up the choice.