Does a less prominent secondary product option lift mobile sales?
A second formula option sat inside the product box with a filled red button. We moved it out and toned it down. Conversion fell 6.3% in 15 days on mobile, so we paused the test.
Lost Mobile 15 days Called at 90%
The hypothesis
By making the second formula option less prominent on the mobile product page, we will keep shoppers focused on the main product, resulting in the same or higher conversion.
The product page offered the main product plus a second formula version. The second option sat inside the product box with a filled red button, right next to the main choice.
We thought this could split attention at the moment of purchase. The goal was to keep the option for shoppers who wanted it, while making the main product the clear default. The page we tested on was the winning layout from the previous product page test.
What we changed
We moved the second option out of the product box and toned it down.
The control was the winning page from the previous product page test, with the second option inside the product box and a filled red button. Var A moved the option outside the product box, made its strength buttons smaller, and replaced the filled red button with an outline button. The test ran on 1 gummies product page, on mobile.
- Second option moved out of product box
- Strength buttons made smaller
- Filled red button changed to outline
The result
Conversion fell 6.3% on mobile in 15 days, so we paused the test.
Conversion dropped 6.3% against the control and revenue per visitor fell 15.8%. Average order value fell about 10%, so shoppers bought less when the second option was harder to see.
The same change ran on desktop as a separate test and dropped further. We paused both and kept the original styling.
What we took from it
Shoppers used the second option. Hiding it cost sales.
The drop in order value tells the story. On this page the second option worked as a step up for shoppers who wanted more, and moving it out of the product box made that choice easy to miss. What looked like a distraction was part of how shoppers built their order.