Does a tabbed menu to a related product lift product page conversion?
A top selling gummies product page did not point to its full spectrum version. We added tabs that linked the 2 products. Desktop conversion rose 7.4% over 14 days, but revenue per visitor fell 1.0% and mobile dropped.
Not significant Desktop 14 days Not called
The hypothesis
By linking the full spectrum version through a tabbed menu on the product page, we will make both products easier to find, resulting in more sales for both.
The gummies came in a standard version and a full spectrum version, each on its own product page. Shoppers on the standard page had no clear path to the other.
The goal was to sell more of both without losing revenue, so the test had to be at least revenue neutral.
What we changed
We added tabs linking the product to its full spectrum version.
The variation added a tabbed menu to the product page that took shoppers to the full spectrum page. The same tabs repeated on the full spectrum page, so shoppers could move between the 2. It ran on mobile and desktop, at low traffic for the first few days while we checked the data.
- Tabbed menu to the full spectrum page
- Same tabs repeat on that page
The result
Desktop conversion rose 7.4% and revenue per visitor fell 1.0%.
On desktop, conversion rose 7.4% and revenue per visitor fell 1.0%. On mobile, results dropped, and the drop came from mobile shoppers alone.
The goal was to stay revenue neutral, and the mobile loss ruled that out. Implementing on desktop only would have made this high traffic page differ by device, so we paused the test after 14 days.
What we would do next
Find a mobile layout for the link before testing it again.
On desktop the tabs had room to sit next to the product details, and more shoppers bought. On mobile they took space at the top of a small screen and hurt results. We would rework how the link to the full spectrum version shows on mobile before running it again.