Programs, not projects

By lowering the US shipping fee from $10 to $8, we will reduce checkout friction and sticker shock at the shipping step, increasing checkout completion rate and overall conversion rate. The test will determine whether the lift in conversion at $8 offsets the $2 reduction in per-order shipping revenue, optimizing for net revenue per visitor rather than conversion alone.

What we tested: A 3-way sitewide US shipping price test, current $10 flat rate (Control) vs $8 vs $7, to find the price that best balances conversion against shipping revenue. Recorded in the fields here: Control ($10) vs the $8 arm. The $7 arm is summarized below so it isn't lost. What happened ($8 vs Control): - Conversion rate: Control 1.41% vs $8 1.51% (+7%) - Revenue per visitor: Control $1.61 vs $8 $1.74 (+8%) - Average order value: Control $114.29 vs $8 $115.32 (+1%) - Net revenue: $69,031.90 vs $71,958.11 The $7 arm (not in the fields above): 41,402 visitors, 619 orders, $70,346.24 net revenue, conversion rate 1.50%, revenue per visitor $1.70, average order value $113.65. It also beat Control, but by less than $8 on every metric. Confidence: $8 beats Control with roughly 88% confidence on conversion rate and 83% on revenue per visitor, directionally strong, but just under the 85% bar on revenue per visitor, so treat this as a solid directional win rather than a statistically locked one. Among all three arms, $8's probability of being the single best option is 55% ($7 is 36%, Control ~9%). Why it matters: Dropping US shipping from $10 to $8 lifted both conversion and revenue per visitor while holding order value flat, the lower fee cut checkout friction without shrinking the basket. $8 outperformed $7, so going all the way to $7 isn't necessary; $8 captures the gain. Recommend rolling out $8 as the new US shipping rate. Note: Ran 6 days (Jun 10 – Jun 16), ~42K visitors per arm. Short runtime, worth confirming over a fuller cycle, but the direction is consistent across conversion rate and revenue per visitor.

Adding a clearly visible gift-wrap add-on in the cart drawer (with price and value props) will lift AOV through incremental upsell revenue without hurting conversion.

CVR +7.41%, RPV +4.56%, AOV -2.65%. Est. +524 orders/mo, +$34,825/mo. 97% confidence (one-tailed z-test). A visible, low-friction upsell in the cart removed a barrier for gift buyers. RPV rose even as AOV dipped slightly (more single-item gift buyers), net positive. Ran pre-BFCM, so validate uptake outside the gifting season.

A user-generated video section below the CTA gives hesitant scrollers social proof and visual clarity (real customers, real fit and color), reducing purchase hesitation.

CVR +5.87%, RPV +7.20%, AOV +1.26%. Est. +297 orders/mo, +$39,868/mo. 88% confidence (small sample, ~12.7k/arm). Real customer videos reassured visitors who scroll past the CTA; AOV lifted alongside CVR. Roll out and keep the UGC library fresh.

A stock widget (in stock / low stock / pre-order) reduces hesitation and sets shipping expectations, preventing delayed decisions and checkout abandonment.

CVR +2.02%, RPV +1.90%, AOV flat. Est. +288 orders/mo, +$29,276/mo. 72% confidence. "In stock, ready to ship" removed a silent objection and signaled reliability to first-time buyers. Ran during peak holiday traffic, validate the lift holds in normal conditions.

By surfacing claims-safe product value props inside the slide cart drawer, we expect carted visitors, particularly first-time buyers who have not yet built trust in the brand, to hold their intent through to checkout, thereby lifting checkout completion and revenue per visitor.

Both variations beat control on revenue per visitor; the probability that control was best was 1%. V1 led with +5.4% CVR and +8.7% RPV unfiltered, and AOV up +3.1%. The effect sat almost entirely with new visitors (about 77% of traffic): +7.9% CVR and +12.6% RPV, while returning visitors were flat. That is mechanistically coherent: value props inform first-time buyers; returning buyers already know the terms. Honesty note on the headline: add-to-cart rate drifted about +2.2% between arms before the change could even render, so part of the raw lift is noise. Conditioned on actual cart exposure, the defensible effect is about +3% CVR / +6% RPV overall, and +6% CVR / +11% RPV among new visitors. We report the conservative number. Caveats we logged: about 97% of traffic was mobile so desktop was unreadable, the 2.1-day runtime had no weekend in it, and a concurrent test added variance late in the window.

If we remove the AI shopping agent widget from the PDP, then conversion rate and revenue per visitor will increase, because clearing an interruptive overlay from the mobile buy zone removes distraction and decision friction for the 99% of visitors who never engage with it, and eliminates off script AI answers and discount nudges that undermine trust and anchor order value down.

Winner: removing the widget lifted CVR ~+2.4% relative (3.96% to 4.05%) and RPV ~+4.2%, with AOV up ~+1.8% ($67.66 to $68.86). 1. The AOV lift aligns with the widget's own admin data, where agent assisted sessions had lower AOV than unassisted ($69.01 vs $70.98). The agent's discount nudges anchored orders down; removing them recovered both conversion and order value. 2. Vendor dashboards overstate value. The agent claimed $24K in "agent assisted sales", yet the controlled test shows the store earns more without it. Judge widgets by A/B tests, never by attributed revenue. 3. Default on app embeds are not neutral. This one shipped bundled with the Clarity analytics app and was never deliberately chosen. Audit app embeds after every app install or update. 4. The engagement telemetry predicted the outcome: under 1% engagement, 1.1 turns and 7 second conversations meant the widget was visual noise at the decision point. These signals can pre-qualify future removal tests. 5. Pattern for this account: the skeptical 40+ mobile buyer converts better with fewer interruptions in the buy zone. Next: switch the widget off sitewide (single app embed toggle) and prioritize the pre checkout upsell popup removal test, which follows the same principle.

Adding a sticky ATC bar on mobile will increase mobile conversion rate by eliminating scroll-back friction for customers who reach purchase intent mid-page or below the fold, making the buy action immediately accessible at any point in the browsing session.

Winner: the sticky ATC bar lifted CVR ~+4.1% relative (1.53% to 1.59%) and RPV ~+4.8% ($2.85 to $2.98), adding an estimated $2.8M in annualized revenue.

Adding a prominent banner at the top of collection pages (communicating key offer / USP / BFCM promo) will increase product engagement and conversion rate on collection traffic by making the value proposition clearer and reducing decision friction.

Conversion & Revenue: • CVR: +5.52% (5.038% → 5.316%) • RPV: +6.81% ($5.47 → $5.84) • PPV: +6.84% ($4.19 → $4.47) • AOV: +1.22% ($108.59 → $109.92) • Est. +1,052 orders/month · Est. +$140,954 revenue/month Statistical Note: Confidence level: 92.9% (one-tailed z-test). Just below 95% threshold. CI: -2% to +13%. Test ran pre-BFCM (Nov 10 to 14), banner messaging was season-specific. Lift may not generalise outside sale periods. Key Learnings: ✅ Surfacing the offer at the collection level converts: Visitors browsing the PLP often don't know about active promotions. A banner made the value proposition impossible to miss before they reached the PDP. ✅ "Our Only Sale of the Year" added genuine scarcity: The framing elevated urgency beyond a generic discount. Buyers had a clear reason to act now rather than wait. ⚠️ Result is BFCM-specific: This test ran on pre-Black Friday traffic primed to buy. The banner format is reusable but the specific lift may not hold with evergreen messaging. Test a non-sale collection banner to validate the format year-round. Recommendation: WINNER Use collection banners for every major promotional window. Test an evergreen version to determine whether the format converts outside sale context.

By moving the bundle offer closer to the banner on the homepage, visitors will see it earlier and reduce the chance of missing it, thereby increasing bundle PDP click-through rate and therefore the RPV.

There are more bundle purchases in the variation. Also a lot more visits of the bundle in the variation from the homepage.

Adding a pre-order batch progression table showing filled/filling/available slots will increase pre-order conversion rate and pull demand forward to earlier batches, because visible scarcity on the May 3rd batch (90% SOLD) creates urgency to reserve now rather than wait, the crossed-out Apr 3rd batch provides social proof that demand is real, and offering a Jun 2nd fallback captures customers who would otherwise abandon if only one shipping date was available: similar to tiered Kickstarter reward models that convert 25-40% higher than single-tier offers.

Winner: the pre-order batch table lifted CVR ~+16.1% relative (1.81% to 2.10%) and RPV ~+14.5% ($3.35 to $3.84), adding an estimated $1.6M in annualized revenue.

By adding three dropdowns (Material & Care, Shipping & Returns, Our Quality Promise), we expect to increase conversion rate by answering essential questions at the decision point. Currently, customers must scroll or navigate away to find basic information, dropdowns provide just-in-time answers, reducing uncertainty and building confidence without leaving the page. Mechanism: Material details answer composition questions, shipping/returns reduce risk concerns, quality promise reinforces premium value, all without breaking minimalist aesthetic. Expected outcome: Higher conversion rate, lower bounce rate, fewer PDP exits.

Conversion & Revenue: • CVR: +1.75% (5.600% → 5.698%) • RPV: +2.72% ($6.10 → $6.26) • PPV: +2.80% ($4.75 → $4.89) • AOV: No change ($108.91 → $109.96) • Est. incremental orders/month: +238 • Est. incremental revenue/month: +$40,387 Interaction Metric: Accordion interaction rate: −7.38% (59.4% → 55.0%) Fewer visitors needed to open the drawers, meaning the page built enough confidence passively. This is a friction reduction signal, not an engagement problem. Statistical Note Confidence level: 71.2% (one-tailed). Did not reach 95% threshold. CI: −4% to +8%. Called as a directional winner, all revenue metrics moved positively, sample sizes are balanced, and estimated impact is material. Key Learnings: ✅ Information placement converts: Moving existing content to the decision point outperformed having it buried below the fold or on a separate page ✅ Interaction drop = friction reduction: Fewer accordion opens means buyers got answers without extra clicks, the mechanic worked passively ✅ Risk reduction works for this audience: Shipping & Returns visibility at the PDP level is a reliable lever for first-time Ardant buyers ⚠️ Confidence below threshold: 75% is a directional call, monitor CVR closely post-launch rather than treating as settled

By adding badges like Selling Fast, Low Stock, the sense of urgency will be triggered and would result in higher & faster conversions

Conversion & Revenue: • CVR: +4.51% (3.399% → 3.552%) • RPV: +5.97% ($3.56 → $3.77) • PPV: +6.10% ($2.72 → $2.88) • AOV: +1.40% ($104.74 → $106.20) • Est. +705 orders/month · Est. +$97,749 revenue/month Statistical Note: Confidence level: 89.9% (one-tailed z-test). Below 95% threshold. CI: -2% to +12%. Note: test ran Nov 18 to 24, overlapping with Black Friday traffic. Seasonal uplift may have contributed to the result. Key Learnings: ✅ "Selling Fast" and "Low Stock" badges triggered urgency at the browse stage: Scarcity cues on collection cards accelerated decision-making before visitors reached the PDP. ✅ AOV lifted alongside CVR: Badges likely directed attention toward higher-priced or discounted items, nudging visitors into larger purchases. ⚠️ Black Friday overlap limits confidence: Test ran during peak BFCM traffic. Urgency cues may perform differently in normal traffic where scarcity feels less credible. Retest outside peak season to validate. Recommendation: WINNER All metrics positive. Retest in non-peak traffic to confirm lift holds year-round.

Simplifying the cart UI by removing the 'Get the complete package' upsell module, adding an estimated delivery date below checkout, and clarifying the subtotal section with 'Shipping & taxes calculated at checkout' will increase conversion rate and RPV compared to the control, because the previous failed test (LX-JAN05) demonstrated that adding upsells and visual complexity to cart caused a -6.2% CVR drop and -$2.39 RPV loss at high AOV ($179+), and research shows that delivery date transparency and clear pricing breakdown address the top-3 cart abandonment drivers (shipping anxiety and unexpected costs) while reducing decision friction: keeping trust badges ('100-day money back guarantee' + '100,000+ happy customers') near checkout maintains reassurance without adding purchase decisions, allowing customers to focus on completing their order rather than evaluating additional products.

Winner: the simplified cart lifted CVR ~+3.5% relative (29.65% to 30.67%) and RPV ~+1.9% ($59.46 to $60.58), adding an estimated $1.2M in annualized revenue.

If we add a row of UGC videos directly below the add to cart button, conversion rate and revenue per visitor will increase, because authentic customer footage provides social proof at the exact moment of purchase consideration and shows what the product looks like in real life without sending shoppers away from the buy zone.

The UGC row lifted conversion +9.0% and revenue per visitor +10.8% over 13 days. Third brand in our portfolio where UGC placed at the point of decision produced a significant lift.

By introducing 1, 2, and 3-pack bundle options with escalating savings (e.g., 1 at full price, 2 at ~10% off each, 3 at ~15-20% off each), thereby improving perceived value and reducing decision friction, we will increase AOV and overall revenue per visitor, without harming CVR.

Conversion rate increased 5.2% (9.60% to 10.10%) and revenue per visitor increased 12.5% ($9.54 to $10.73), adding an estimated $1,077,336 in yearly revenue. AOV also rose 6.9% ($99.38 to $106.21).

If we redesign the cart item and upsell cards to feel less visually overwhelming and more premium/brand-aligned, then we expect to see improvements in CR & AOV, because a cleaner, more polished UI reduces cognitive load, increases trust, and creates a perception of quality that encourages users to complete their purchase (and accept upsells).

Conversion & Revenue: • CVR: +8.04% (1.985% → 2.145%) • RPV: +7.98% ($2.11 → $2.28) • PPV: +7.96% ($1.64 → $1.77) • AOV: No change ($106.35 → $106.29) • Est. +1,524 orders/month · Est. +$160,820 revenue/month Statistical Note: Confidence level: 99.4% (one-tailed z-test). Clean, statistically significant winner above the 95% threshold. Key Learnings: ✅ Reduced cognitive load at checkout converts: The cart is the highest-intent moment in the funnel. Removing visual clutter reduced drop-off where it matters most ✅ Compare-at price in cart reinforces value: Showing $190 crossed out next to $155 activates anchoring at the exact moment the buyer is deciding whether to complete the purchase ✅ Premium presentation reduces purchase anxiety: A cart that matches the brand aesthetic builds trust and reduces last-second hesitation ⚠️ AOV unchanged: This test was a UI cleanup, not an upsell optimisation. A follow-up test targeting upsell acceptance rate is the right next step Recommendation: WINNER, Ship it 99.4% confidence. Highest estimated monthly revenue impact of any test in this series. Roll out immediately.

Because we saw a high drop-off rate on the PDP and people click a lot on the 2-item bundle option, we expect that by moving the quantity selector above the ATC and pre-selecting the 2-item bundle, the RPV will increase and the drop-off rate will reduce.

The test showed a significant result for CR (+19.25% with confidence 99%). RPU increased by $1.19 (23.1%) with confidence 99%. AOV increased by $12.39 (6%) with confidence 95%.

By changing the text in the announcement bar to communicate the discounts in % instead of $ and highlighting the “Black Friday sale” in some variations and adding an underline to the % discount test, visitors will be more encouraged to click on the announcement bar and seeing more products and great deals, thereby the RPV will increase We send traffic either to /collections/products or /collections/bundles-1 depending on the variation.

-The winning variation was a combination of 4 factors; calling out the Black Friday Sale, stating savings as a %, the free shipping callout & the underlined text to indicate clickability; further testing may be required to isolate the most meaningful of those factors to aid future promotions, but the underlined copy variations performed most strongly -The site uses a combination of % and $ off throughout, and the results of this test suggest that a more uniform use of % could be beneficial for promotions

Adding two visible freebies on the landing page will increase purchase intent and raise the overall conversion rate, as the perceived value of the offer will motivate more visitors to complete a purchase.

Won - Added Monthly Revenue: $50,116, Added Yearly Revenue: $601,392

We expect that by removing the option selectors we will reduce friction and move ATC closer to the fold, and by adding a short paragraph that explains the product, we will add motivation. This will lead to an increase in ATC and RPV rates.

CVR confidence: 90% on all devices, 95% on mobile. Overall there is a lot more engagement with variant selectors in control than in variation, not sure if it's a good thing or a bad one. From heatmaps and data it's clear that more people reached and clicked ATC, which was one of the goals. However there's a slight drop in AOV in variation. Also, based on heatmaps, more visitors switched from the preselected quantity of 2 down to 1. Visitors also saw a price later in control than in the variation (72% vs 90%), which may have led to some of them dropping off because of confusion. The same applies to the promotion of savings with bundles. Also, selecting variants may have been another point of friction, and some visitors dropped off at this point as well.

Adding a visual "Free Gifts With Your Order" section below the quantity breaks will increase conversion rate on subscription-only offers by making the value proposition more tangible and concrete, helping customers justify the subscription commitment when they can clearly see what they're receiving (3rd free bag, shipping, bottle, container) rather than mentally parsing bundle offer text.

What we tested: Redirected Tabs PDP traffic from the original product page to a new offer page that visually surfaces free unlockable gifts (3rd free bag, shipping, bottle, container) below the quantity breaks, making the subscription-only Buy 2 Get 1 Free deal more tangible. What happened: The variation clearly outperformed control across every money metric. • Conversion rate: Control 3.5% vs Variation 4.0% (up 14.9%) • Revenue per visitor: Control $2.58 vs Variation $3.01 (up 16.7%) • Average order value: Control $73.75 vs Variation $74.97 (up 1.7%) Statistical confidence: Very high, 99% chance the variation beats control on conversion rate, and 98% chance it beats control on revenue per visitor. Well past the 85% winner threshold. Why it matters: This validates the original hypothesis that visually showing what customers get with their subscription (rather than relying on bundle offer text) makes the value proposition more concrete and reduces hesitation around the subscription commitment. The variation generated $8,466 more net revenue than control across 38K+ visitors over the 10-day test window. Roll the offer page into the Shopify theme as the default Tabs PDP and brief a V2 iteration to push the lift further. Note: Test ran 10 days with strong sample (1,442 total orders), confidence is solid, no caveats.

Placing a short, age-matched UGC testimonial video in the first screen above the CTA will reduce the entry-leak rate and increase CVR and RPV by delivering credible human proof at the point of highest attention and earliest drop-off. We expect the lift to come from reduced trust friction rather than any change in offer or price, so AOV should stay flat.

The variation lifted conversion +2.7% and revenue per visitor +3.7%.

If we increase the visual prominence of our existing certification and guarantee badges above the fold, then visitors will feel more confident about both the product's effectiveness and its price and thereby increase the add-to-cart rate and effectively purchases.

Increasing the visual prominence of the certification and guarantee badges lifted conversion rate by 5.17% and revenue per visitor by 6.07%, adding an estimated $531,030 in yearly revenue.

If we redesign the ATF to front-load trust signals, free gift value, and scannable benefits, then CVR and RPV will increase, because mobile visitors will get proof, value justification, and risk reversal at the decision point without scrolling, reducing the doubt-driven drop-off we see across both the PDP and BOGO funnels.

Results: - CVR: +4.35% (6.88% to 7.17%) - RPV: +6.33% ($8.55 to $9.09), est. +$43k/month - AOV: +1.90% ($124.37 to $126.73) Learnings: - Add-to-cart stayed flat, but cart and checkout completion improved. The new ATF sets clearer expectations upfront (gifts, guarantee, social proof), so buyers arrive at the cart more committed and abandon less. Next steps: - Rolling out the winning version as the new default mobile PDP. - This ATF becomes our new baseline, so every upcoming PDP test iterates from a stronger starting point.

By adding a clear estimated delivery date range below the Add to Cart button on the product page, visitors will feel more confident about shipping timelines and experience reduced hesitation at the point of purchase, thereby increasing conversion rate (CVR) and reducing bounce/drop-off from the PDP.

Conversion rate increased 9.6% (6.87% to 7.53%) and revenue per visitor increased 8.3% ($6.95 to $7.53), adding an estimated $483,045 in yearly revenue. AOV declined slightly, -1.2% ($101.24 to $100.00).

By adding trust badges (Worldwide Shipping, Gift-Ready Packaging, 30-Day Returns, Secure Payment) above the payment section, we expect to reduce the 44% checkout abandonment rate by addressing last-minute hesitation. Currently, checkout only addresses transaction security, badges answer broader concerns about shipping, returns, and packaging at the exact moment users decide whether to commit, giving first-time buyers the reassurance needed to complete purchase.

The variation lifted conversion +4.7% and revenue per visitor +6.4%.

Test if updating the UI of tablet's PDP, increases its conversion.

What we tested: Overhauled the product gallery images on the Hydrogen Water Tablets product page, swapping in a new set of product images (tagged "pdp_gallery_variant") while hiding the original images (tagged "hydrogen-water-tablets_control"). This replicated a similar image overhaul that previously won on the Bottle PDP. What happened: The new images lifted all key metrics, with the strongest impact on revenue per visitor. - Conversion rate: Control 2.75% vs Variation 2.96% (+8% lift for the variation) - Revenue per visitor: Control $2.05 vs Variation $2.38 (+16% lift for the variation) - Average order value: Control $74.50 vs Variation $80.26 (+8% lift for the variation) Statistical confidence: Variation has an 87% chance of being better on conversion rate, 94% on revenue per visitor, and 87% on average order value. The revenue per visitor result crosses the significance threshold. Subscription data: Subscription rates were similar between groups, but the Variation drove higher subscription revenue. - Subscription percentage of orders: Control 89.3% vs Variation 87.9% (slight 1.6% drop, 75% confidence for Control, not significant) - Subscription revenue per visitor: Control $1.77 vs Variation $1.98 (+12% lift, 86% confidence for Variation). This approaches statistical significance. - Subscription average order value: Control $72.19 vs Variation $75.91 (+5% lift, 76% confidence, not significant) - Subscription orders per visitor: Control 0.0245 vs Variation 0.0261 (+6% lift, 81% confidence, not significant but directionally positive) The image overhaul didn't change the subscription adoption rate (both groups had ~88-89% subscription orders), but the Variation drove more subscription revenue per visitor because more visitors converted overall and those who did spent slightly more per order. Device breakdown: - Mobile (93% of traffic): Variation won on revenue per visitor. Conversion rate Control 2.59% vs Variation 2.77% (+7% lift), 81% confidence. Revenue per visitor Control $1.89 vs Variation $2.21 (+17% lift), 94% confidence. The revenue per visitor result is statistically significant on mobile. - Desktop (7% of traffic): Variation leaned better. Conversion rate Control 4.73% vs Variation 5.58% (+18% lift), 82% confidence. Revenue per visitor Control $4.08 vs Variation $4.55 (+12% lift), 67% confidence. Small sample (50-59 orders) limits reliability. New vs returning visitors: - New visitors (67% of traffic): Variation leaned better. Conversion rate Control 2.96% vs Variation 3.14% (+6% lift), 77% confidence. Revenue per visitor Control $2.15 vs Variation $2.42 (+13% lift), 85% confidence. Approaching significance on revenue per visitor. - Returning visitors (33% of traffic): Variation won more strongly. Conversion rate Control 2.31% vs Variation 2.62% (+13% lift), 84% confidence. Revenue per visitor Control $1.83 vs Variation $2.29 (+25% lift), 89% confidence. The 25% revenue per visitor lift among returning visitors is the strongest segment-level result. Why it matters: The hypothesis was that updating the Tablets PDP images (replicating the Bottle PDP image overhaul success) would increase conversion. The data confirms this: the new images lifted conversion rate by 8% and revenue per visitor by 16%, with the revenue per visitor result reaching 94% confidence. The lift was consistent across both devices and both visitor types, with the strongest impact among returning visitors (+25% revenue per visitor, 89% confidence). This suggests the new images better communicate product value to users who are already familiar with Hydroh, helping them commit to higher-value purchases. The subscription revenue per visitor also lifted (+12%, 86% confidence), indicating the image overhaul benefits the subscription business without changing subscription adoption rates. Note: This test ran for approximately 9 days (March 18-27, 2026) with ~30,100 total visitors and ~859 orders. The sample size is moderate, and while the overall conversion rate result (87% confidence) is just below the ideal 85% threshold, the revenue per visitor result (94% confidence) crosses it. Combined with the consistent directional signal across all segments and the replication of the Bottle PDP success, this is a strong result.

With cart abandonment at 78%, we believed the path from cart to checkout was overloaded: upsell blocks inside the cart drawer plus a pre-purchase popup that interrupted every checkout click. Removing both and letting buyers go straight from cart to checkout should raise completion, because every extra decision point between intent and payment is a chance to leave.

Cart-to-purchase conversion rose +20.4% and net revenue per visitor rose +5.4% even with the upsells gone: the attach revenue they generated was smaller than the checkout completions they cost.

A how-to-play video below the fold gives visitors a clearer understanding of the game, reducing friction and lifting conversion.

CVR +1.3%, RPV +6.8%. Engagement on the variation was clearly higher, people genuinely want to understand the rules before they buy. The revenue-per-visitor lift mattered more than the modest CVR move.

By placing a curated UGC section (real customer photos + short review snippets) immediately near the Add to Cart button, visitors will feel higher trust and connection at the moment of decision, thereby, increasing add-to-cart rate and overall conversion rate.

Adding a UGC video section near the Add to Cart button lifted conversion rate by 4.91% and revenue per visitor by 4.14%, adding an estimated $388,626 in yearly revenue.

By adjusting the shipping threshold offer to $80, we will: • Increase AOV by incentivizing customers to add more items to cart to unlock free shipping. • Maintain or improve conversion rate by reducing checkout friction and aligning with psychological price anchors. • Thereby increase revenue per visitor (RPV) and overall profitability, as customers perceive higher value from their purchase.

Conversion & Revenue: • CVR: +5.93% (2.255% → 2.389%) • RPV: +9.46% ($2.32 → $2.54) • PPV: +9.95% ($1.78 → $1.95) • AOV: +3.33% ($103.02 → $106.45) • Est. +273 orders/month · Est. +$44,772 revenue/month Statistical Note: Confidence level: 90.3% (one-tailed z-test, $120 vs $75). Below 95% threshold. CI: -3% to +15%. Called as directional winner, all metrics positive, AOV lifted as intended, monthly RPV impact material. Key Learnings: ✅ $120 threshold grew AOV without hurting CVR: Raising the bar pushed buyers to add items to qualify, lifting basket size by 3.33%. CVR held and improved, the threshold was not perceived as out of reach. ✅ $100 threshold was a non-event: Too close to existing AOV ($100.26) to stretch buyer behaviour. Customers near the threshold were already qualifying without needing to add anything. ✅ RPV is the key metric here, not CVR alone: The goal was AOV lift without CVR loss. $120 delivered both. RPV up 9.46% confirms the threshold change was net positive for revenue per visit. ⚠️ Confidence below threshold: 90.3% directional. Monitor AOV and CVR post-launch to confirm the basket-stretching behaviour holds at scale. Recommendation: WINNER, Ship Variation 2 ($120) Drop $75 and $100. $120 is the right threshold: high enough to stretch AOV, not so high it creates friction.

By adding "Get it between [date range]" below ATC on the LP, visitors will experience less anxiety regarding the arrival date of the order, thereby RPV will increase

Based on heatmaps, there are a bit (but not significantly) less clicks on the FAQs related to shipping. Arrival time may be the thing that they are looking for there. Based on that, here are new test ideas based on that: → Add estimated arrival date on the PDP → Add a note about Express shipping (2 business days) → Add estimated arrival date on the checkout under shipping options → Add estimated arrival date in the cart

We believe that condensing the cart item layout and making the checkout footer sticky on mobile will increase conversion rate and upsell take rate because the condensed design allows visitors to see all free gifts and the upsell in a single viewport (stronger perceived value + better upsell visibility), and the sticky footer eliminates friction by keeping the checkout button always accessible, removing an unnecessary scroll action before purchase. SPECIFIC CHANGES BEING TESTED 1. Condensed Cart Item Layout • Control: Full-height cart items with large product images • Variation: Compressed items with smaller thumbnails, tighter spacing • Goal: Fit main product + all 3 free gifts + upsell in single mobile viewport 2. Sticky Checkout Footer • Control: Static footer, users must scroll to see checkout button • Variation: Sticky footer fixed to bottom showing subtotal + "SECURE CHECKOUT" button + payment badges • Why: Button always visible = zero friction to checkout 3. Enhanced Upsell Visibility • Control: "87% of customers also added" buried below scroll • Variation: Upsell visible in first viewport due to condensed layout • Why: Increased visibility should improve attachment rate 2 variations: • Variation 1 - we will make the footer with the checkout button and the total summary redesigned and sticky • Variation 2 - we will make the footer with the checkout button and the total summary redesigned and NOT sticky (like it’s not sticky in control)

Variation 1 with the sticky footer is a winner. Prominently showing the free gifts and the order summary via sticky cart footer added more clarity for the customers and reduced cart friction (then didn’t have to scroll to Checkout button)

If we add trust badges (30-Day Satisfaction Guarantee, Fast Shipping From USA, Secure & Encrypted Payments, 200,000+ Happy Customers) between express checkout and the Step 1/3 form, then we will increase checkout completion rate and revenue per visitor, because placing security reassurance ("Secure & Encrypted Payments") and risk reversal ("90-Day Guarantee") directly above the email/phone input reduces hesitation at the exact friction point where customers decide whether to trust the brand with their information. Social proof (200,000+ customers) and shipping confidence at this stage prevent last-minute abandonment from first-time buyers who lack purchase history with the brand.

Conversion rate increased 4.2% (49.13% to 51.21%) and revenue per visitor increased 10.1% ($85.04 to $93.61), adding an estimated $271,290 in yearly revenue. AOV also rose 5.6% ($173.08 to $182.80).

By making the announcement bar sticky and adding a direct CTA to the product page, visitors will have easier access to the promotional offer and be more likely to take action while reading, thereby increasing click-through rate (CTR) from the listicle to the PDP and improving overall conversion rate (CVR).

Conversion rate increased 6.3% (2.86% to 3.04%) and revenue per visitor increased 7.75% ($2.88 to $3.10), adding an estimated $261,373 in yearly revenue. AOV also rose 1.4% ($100.69 to $102.12).

By adding a sticky call-to-action that keeps the buy action persistently visible as visitors scroll the mobile Tablets PDP, we expect to shorten the path from purchase intent to action, increasing conversion rate and lifting revenue per visitor.

What we tested: Adding a sticky call-to-action bar to the mobile Hydrogen Water Tablets product page, so the buy action stays visible as visitors scroll (mobile visitors only, 50/50 split). What happened: The variation was ahead on all three key measures. - Conversion rate: Control 5.0% vs Variation 5.3% (up 5%) - Revenue per visitor: Control $3.48 vs Variation $3.86 (up 11%) - Average order value: Control $69.47 vs Variation $73.12 (up 5%) Statistical confidence: There is a 90% chance the variation is better on revenue per visitor, an 82% chance on conversion rate, and an 81% chance on average order value. Why it matters: The lift came almost entirely from returning visitors, their conversion rate rose 25% (99% confidence) and revenue per visitor rose 30% (96% confidence), while new visitors were flat (a 2% lower conversion rate, well within noise). Visitors who already know the product appear to benefit most from having the buy action always within reach. Note: Test ran June 29 to July 14, 2026 (15 days, 23,469 visitors, 1,208 orders). Revenue per visitor cleared the 90% confidence mark, but conversion rate stayed below the usual 85% threshold, the revenue result is the stronger basis for the call.

We expect that adding 2 variants (expansion pack, 2 expansion packs) will increase AOV and CVR will stay the same.

We expected uplift in AOV but got AOV stay almost the same, and CVR increased a lot.

By redesigning the hero section to lead with 'HOOPS FOR SENSITIVE EARS' and specific benefits (Zero irritation, Maximum comfort, No pinching/pulling), we expect to reduce the 75% abandonment rate and increase click-through to product pages. The current generic positioning doesn't address the pain points that drive conversions in our ads. Leading with hypoallergenic benefits will create immediate relevance for visitors arriving from problem-focused ads, helping them quickly self-identify as the right customer and reducing bounce rate.

Conversion & Revenue: • CVR: +3.78% (1.220% → 1.267%) • RPV: +4.65% ($1.33 → $1.40) • PPV: +4.91% ($1.04 → $1.09) • AOV: No change ($109.33 → $110.26) • Est. +214 orders/month · Est. +$28,821 revenue/month Replacing generic lifestyle copy with a problem-aware headline and benefit badges lifted all revenue metrics. AOV stayed flat, meaning the lift came from more buyers converting, not larger orders. Variants 2 and 3 used the same headline but underperformed: removing the full-bleed hero image (Variant 2) and adding a UGC video carousel (Variant 3) both slightly hurt CVR. The message worked across all variants. The full-bleed image in Variant 1 is what separated the winner. Statistical Note: Confidence level: 85%. Did not reach 95% threshold. CI on CVR lift: -5% to +13%. Called as a directional winner based on consistent positive movement across all revenue metrics and large balanced sample sizes (~93k per arm). Key Learnings: ✅ Message-market match converts: Visitors from problem-focused ads responded when the landing page immediately reflected that angle. The lift came from closing the gap between ad and landing page. ✅ Specific beats generic at the hero level: "HOOPS FOR SENSITIVE EARS" with three benefit badges outperformed "HOOPS TO LIVE IN" with lifestyle copy. Specificity builds relevance faster than aspiration at the top of funnel. ✅ Brand aesthetic protects conversion: For Ardant's audience, the full-bleed model image is part of the trust signal, not just decoration. Stripping it back neutralised the benefit of better copy. ✅ UGC at the hero level adds friction: Video-first above the fold delays the CTA. On a page with a 75% abandonment rate, that cost conversions. UGC belongs further down funnel where visitors are already engaged. Recommendation: WINNER, Ship New Group 1 Roll out the full-bleed sensitive ears hero. Drop Groups 2 and 3.

Based on high engagement with the FAQ question 'Can more than 4 people play?' and feedback from the post-purchase survey, which indicated that customers were unaware they could play with 8 players by purchasing a bundle, we believe that adding an option to choose between a single product and a bundle on the product page will increase clarity and motivation. This change is expected to boost the RPV without negatively impacting the CVR.

Results: CVR: +8.3%, AOV: +8.1%, RPV: +17.9%, Approx +$11,762 in additional monthly revenue. Learnings: Variation added 9% in CVR and $4 in AOV. This is a huge uplift considering that the change was simple: there is already a quantity selector where visitors can select the number of games. From heatmaps we saw an increase in clicks on the bundle upsell. The only thing that is new is the number of players. In both single product and bundle we specified the number of players. Maybe this aspect was important for visitors and they didn't know before that by buying 2 boxes of the same they can play up to 8 players instead of 4. Follow-up: Add number of players for each product on the Collection page.

If we replace multiple manually curated checkout upsells with a single AI-selected upsell at a consistent 10% discount, then Revenue Per Visitor and AOV will increase, because reducing choice paralysis at the final conversion step will improve checkout completion rates while the AI-driven relevance ensures higher upsell attachment on the single offer presented, offsetting any loss from showing fewer total products and creating a cleaner path to purchase that reduces friction at the moment of highest purchase intent.

Individual Widget Performance RPV Formula: Sessions × Conversion Rate × AOV Conversion Rate = 100% - Widget Checkout Abandonment Rate 1. Writing Products Control (Version A): Sessions 1,109, Widget checkout abandonment 33.63%, Conversion rate 66.37%, Conversions 736 orders, AOV $30.16, Total revenue $22,197.76, RPV per session $20.02 Variation (Version B): Sessions 1,146, Widget checkout abandonment 33.68%, Conversion rate 66.32%, Conversions 760 orders, AOV $35.91, Total revenue $27,291.60, RPV per session $23.81 Performance: RPV Lift +$3.79 per session (+18.9%), AOV Lift +$5.75 (+19.1%), CVR Change -0.05pp, Orders Change +24 orders (+3.3%), Revenue Lift +$5,093.84 (+22.9%) Revenue Impact: Total visitors over 60 days 2,255, Average monthly visitors 1,128, RPV lift $3.79, Add Monthly Rev $4,275, Add Yearly Rev $51,300 2. Alphabet Bundles - Beginning Sound 4 MP Control: Sessions 1,907, abandonment 43.00%, CVR 57.00%, Conversions 1,087, AOV $25.15, Revenue $27,338.05, RPV $14.33 Variation: Sessions 2,018, abandonment 43.36%, CVR 56.64%, Conversions 1,143, AOV $25.26, Revenue $28,872.18, RPV $14.31 Performance: RPV Lift -$0.02 (-0.1%), AOV Lift +$0.11 (+0.4%), CVR Change -0.36pp, Orders Change +56 (+5.2%), Revenue Lift +$1,534.13 (+5.6%) Revenue Impact: Total visitors 3,925, Average monthly visitors 1,963, RPV lift -$0.02, Add Monthly Rev -$39, Add Yearly Rev -$468 3. Math Generic Control: Sessions 3,722, abandonment 38.26%, CVR 61.74%, Conversions 2,298, AOV $25.98, Revenue $59,701.04, RPV $16.04 Variation: Sessions 3,801, abandonment 36.52%, CVR 63.48%, Conversions 2,413, AOV $26.15, Revenue $63,100.95, RPV $16.60 Performance: RPV Lift +$0.56 (+3.5%), AOV Lift +$0.17 (+0.7%), CVR Change +1.74pp (+2.8%), Orders Change +115 (+5.0%), Revenue Lift +$3,399.91 (+5.7%) Revenue Impact: Total visitors 7,523, Average monthly visitors 3,762, RPV lift $0.56, Add Monthly Rev $2,107, Add Yearly Rev $25,284 4. Catch All - MP Control: Sessions 4,064, abandonment 41.66%, CVR 58.34%, Conversions 2,371, AOV $21.93, Revenue $51,995.03, RPV $12.79 Variation: Sessions 4,186, abandonment 41.14%, CVR 58.86%, Conversions 2,464, AOV $23.58, Revenue $58,100.72, RPV $13.88 Performance: RPV Lift +$1.09 (+8.5%), AOV Lift +$1.65 (+7.5%), CVR Change +0.52pp (+0.9%), Orders Change +93 (+3.9%), Revenue Lift +$6,105.69 (+11.7%) Revenue Impact: Total visitors 8,250, Average monthly visitors 4,125, RPV lift $1.09, Add Monthly Rev $4,496, Add Yearly Rev $53,952 3 out of 4 widgets showed positive lifts Combined Revenue Impact Verification Individual Monthly Impacts Sum: Writing Products $4,275, Alphabet Bundles -$39, Math Generic $2,107, Catch All $4,496, Total $10,839/month Individual Yearly Impacts Sum: Writing Products $51,300, Alphabet Bundles -$468, Math Generic $25,284, Catch All $53,952, Total $130,068/year Alternative Combined Calculation (Verification): Combined RPV lift $0.98, Combined monthly visitors 10,977, Combined monthly impact $10,757, Combined yearly impact $129,084 Note: Small difference ($10,839 vs $10,757 = $82) is due to rounding in individual RPV calculations. Using sum of individual calculations is more precise. Key Findings ✅ Variation wins on revenue metrics: RPV +6.6% ($0.98 more per visitor), AOV +5.4% ($1.33 higher average order), CVR +0.72pp improvement, Revenue +10.0% over test period ✅ Reducing checkout friction works: Replacing multiple upsells with one AI-selected offer reduced decision paralysis. Consistent 10% discount simplified the value proposition. AI relevance maintained monetization efficiency despite fewer options ✅ Performance was consistent across widgets: 3 of 4 widgets showed meaningful lifts (3.5% to 18.9%). Only Alphabet Bundles was flat (essentially neutral). No negative results. Writing Products showed exceptional performance (+18.9% RPV lift) ✅ Higher AOV drove results: Conversion rates improved slightly (+0.72pp overall). Strong AOV gains across winning widgets (+0.7% to +19.1%). Suggests the single AI upsell is better at surfacing higher-value complementary products Recommendation Ship the variation immediately across all checkout upsell widgets. The single AI upsell approach delivered a clear win: Improved checkout conversion rates, significantly improved average order values, projected $130K in additional annual revenue with $10.8K monthly uplift. The test validates that simplifying checkout decisions, after users have already seen cart upsells, creates a cleaner path to purchase while actually improving monetization through better product recommendations.

By reprioritizing the navigation, elevating Hydrogen Tablets toward the top of the menu, repurposing the redundant 'Home page' slot, and surfacing a dedicated Track Your Order / account entry point higher in the hierarchy, we expect to better match revealed user intent, reduce the 42.8% mobile hamburger close-out rate, and increase nav-driven engagement and downstream conversion. Provisional pending GA4 destination CVR, Hotjar close-out recordings, and returning-vs-new traffic segmentation before finalizing a variant.

What we tested: We reprioritized the site navigation menu, moved Hydrogen Tablets toward the top, repurposed the redundant 'Home page' slot, and surfaced Track Your Order / account access higher in the menu, to better match the homepage intent revealed in the Clarity heatmaps. What happened (11-day run, ~75,900 visitors), blended: - Conversion rate: Control 2.01% vs Variation 2.08% (up 3%) - Revenue per visitor: Control $1.80 vs Variation $1.84 (up 2%) - Average order value: Control $89.19 vs Variation $88.42 (down 1%) - Gross profit per visitor: Control $1.29 vs Variation $1.32 (up 2%) Statistical confidence (blended): About ~70% chance the new menu earns more revenue per visitor and about a 75% chance it lifts conversion rate, both below our 85% bar, so the blended result is directional, not a clear-cut call. Importantly, the blended number masks two opposite effects (see segmentation below). === Segmentation === By device: - Mobile (90.3% of traffic): Variation wins directionally. Revenue per visitor $1.69 vs $1.79 (up 6.4%); conversion rate 1.9% vs 2.1% (up 7.0%, ~89% chance better); gross profit per visitor up 6.4%. - Desktop (9.7%): Variation loses. Revenue per visitor $2.79 vs $2.27 (down 18.7%, ~85% chance Control is better); conversion rate down 18.5%; gross profit per visitor down 20.4%. The upstream funnel confirms a desktop UX problem, not noise: add-to-cart rate down 20.6%, checkout starts down 22.7%, and collection-page views down 22.7% (all high-confidence). The 4-column desktop mega-menu execution suppressed product discovery. By visitor type: - New visitors (85.2% of traffic): Essentially flat. Revenue per visitor down 0.5% (coin-flip confidence). New visitors dominate traffic, which is why the blended result looks neutral. - Returning visitors (14.8%): Strong win. Revenue per visitor $2.36 vs $2.72 (up 15.1%, ~82% chance better); conversion rate up 11.3%; gross profit per visitor up 15.2%. This validates the core hypothesis, surfacing Track Your Order / account access higher helped exactly the returning / post-purchase users it was designed for. Read: The blended ~2% lift is a weighted average of a mobile / returning-visitor win and a desktop loss that largely cancel out. The effect is real but concentrated, not uniform. === Rollout decision === Shipping MOBILE ONLY. This captures the ~6% mobile revenue-per-visitor gain (and the returning-visitor lift, which is overwhelmingly mobile) while avoiding the ~19% desktop revenue-per-visitor regression. Desktop stays on Control until the mega-menu execution is reworked and re-tested.

By adding an opt-in subscribe-and-save selector to the BPH product page, we expect a share of buyers to start a subscription at purchase, thereby increasing repeat purchase rate and customer lifetime value.

The variation lifted conversion +4.8% and revenue per visitor +9.4%.

By offering The Uzzle at a lower price on a gated landing page, combined with strategic merchandising of complementary games, new visitors from paid media will be more likely to increase their cart size to reach the free shipping threshold, thereby increasing both AOV and overall profitability while avoiding channel conflict with Amazon.

Huge Conversion Lift: A 59% increase in conversion rate confirms the lower price point is compelling for cold paid traffic. Higher Revenue & Profit per Visitor: Despite a lower AOV, the volume effect more than made up for it, proving this is a velocity-driven funnel win. AOV Decreased (-13.9%): Likely because many users bought just the discounted Uzzle and did not bundle up, indicating the free shipping threshold didn't push upsells as expected. Shipping fee accepted: The $9 shipping didn't deter conversion, a clear sign that perceived product value > shipping friction when deal framing is strong. Strategy: Framing a deal + scarcity + exclusive access works. But bundling pressure might need more prominent merchandising or smarter cross-sell logic.

By adding social proof and clear CTA above the fold, plus enabling direct purchase from the LP, visitors will have more trust and less friction, thereby increasing conversion rate.

Results: CVR: -0.8%, RPV: -5.7%. Learnings: Seems like the social proof above the fold creates more trust with visitors and makes them scroll down the page. Also, it seems like reducing friction by adding the possibility to buy from the page increases conversion rate. But not so good for the RPV, as visitors don't see other products and can't explore them.

Because we know that bigger font tend to work better for our target audience and the return time is actually unlimited, we expect that increasing the font size of the guarantee and replacing 30-day with 100% will reduce cart abandonment rate and increase conversion rate

Seems like older people appreciate the text size and they've noticed the guarantee in the cart more often, which added more trust to the store

If we update the above-the-fold section to surface the primary value propositions and align the on-page messaging with the ads, PDP engagement and conversion will improve. Additionally, reducing the full search bar to a search icon will decrease above-the-fold distraction and help drive more users toward the primary CTA.

What we tested: We reorganized and decluttered the PDP above-the-fold section to surface primary value propositions, align messaging with ads, and reduce distraction by replacing the full search bar with a search icon. What happened: The variation outperformed control across the two primary metrics. - Conversion rate: Control 2.4% vs Variation 2.6% (+11% uplift) - Revenue per visitor: Control $0.77 vs Variation $0.85 (+9% uplift) - Average order value: Control $32.84 vs Variation $32.41 (-1%, effectively flat) Statistical confidence: There is a 96% chance the variation is better on conversion rate, and an 87% chance it is better on revenue per visitor. Average order value is inconclusive (40% confidence). Why it matters: The hypothesis was confirmed, surfacing value props above the fold and reducing search bar distraction improved both engagement and conversion. The lift in conversion rate and revenue per visitor without any drop in order value suggests the changes drove more qualified buyers to purchase rather than cannibalizing order size. Recommend implementing this variation.

By adding a homepage hero section that communicates the brand value proposition with an engaging image, social proof, and a clear CTA, visitors will better understand the brand and feel more confident in exploring products, thereby increasing homepage engagement and leading to more product views and higher conversion rates.

Results: Conversion rate: -2.27%, RPV: +15.90% [Est. $3,638/month], AOV: +18.60% [$29.32], View collection rate: +12.96%. Learnings: The hero told teachers why the brand matters before what to buy, nudging them toward value-packed bundles and higher-priced resources, hence the AOV spike. Social proof and benefits fueled curiosity. Loved by 10,000+ teachers plus benefit bullets made visitors click into collections (+13%), showing engagement, not apathy.

Introducing a cross-sell module for the "Family Night Bundle" directly on the Uzzle PDP (e.g., "Upgrade to the Family Night Bundle – 2 Games + Timer + Score Pad at 20% off") by reframing the offer around shared social experience and value savings, thereby increasing attach rate and average order value without lowering primary product conversion.

Won - Added Monthly Revenue: $1,608, Added Yearly Revenue: $19,296

By showing an autoplaying gameplay video below the fold, visitors can directly see how to play the game (and not have to click play), which gives users more clarity which will increase RPV

Basically no difference with a new video. What's interesting - in variation Average engagement time is 4s longer (43s vs 47s) and the bounce rate is lower. The scroll rate is also better in variation. I would publish the new vid.

By adding 2 main game cards instead of a banner in the hero section, visitors will have better clarity about the product offerings and clear CTAs, thereby increasing RPV.

Results: CVR: +9.4%, RPV: +16.6%. Learnings: The scroll rate and bounce rate were better in the variation, and all metrics increased. That means that test worked just as we expected. It's important to communicate value proposition and include clear CTA with a link to the PLP.

If we add prominent micro-copy directly below the CTA button stating "Instant Download After Purchase," then conversion rates will increase, because addressing the #1 digital product anxiety (delivery uncertainty) at the moment of decision removes last-second hesitation.

What we tested: Added "Instant Download After Purchase" micro-copy directly below the Add to Cart button on all product pages, addressing the common digital product anxiety around delivery uncertainty. What happened: The variation (with instant access reminder) showed a modest improvement in conversion rate but minimal impact on revenue metrics. - Conversion rate: Control 2.62% vs Variation 2.69% (+3% lift for the variation) - Revenue per visitor: Control $0.69 vs Variation $0.69 (+1% lift) - Average order value: Control $26.24 vs Variation $25.83 (2% drop) Statistical confidence: There is an 80% chance the Variation is better for conversion rate, but only 59% for revenue per visitor. The conversion rate lift is promising but falls short of the 85% threshold for a definitive winner. The revenue per visitor is essentially flat because the slight conversion rate gain is offset by a small drop in average order value. Device breakdown: - Mobile (84% of traffic): The Variation won more convincingly on mobile. Conversion rate Control 2.43% vs Variation 2.54% (+4% lift). 90% chance the Variation is better for mobile conversion rate, this crosses the statistical significance threshold. Revenue per visitor Control $0.66 vs Variation $0.67 (+2% lift), 64% confidence, not significant on its own. - Desktop (16% of traffic): The Control actually performed slightly better on desktop. Conversion rate Control 3.58% vs Variation 3.47% (3% drop for Variation). 69% chance Control is better, not statistically significant. Revenue per visitor Control $0.83 vs Variation $0.82 (2% drop), 58% confidence. New vs returning visitors: - New visitors (79% of traffic): The Variation leaned better but not significantly. Conversion rate Control 2.29% vs Variation 2.35% (+3% lift), 77% confidence. Revenue per visitor was essentially identical, Control $0.60 vs Variation $0.60, only 46% confidence. No meaningful signal. - Returning visitors (21% of traffic): The Variation leaned slightly better. Conversion rate Control 3.86% vs Variation 3.93% (+2% lift), 63% confidence. Revenue per visitor Control $1.01 vs Variation $1.04 (+4% lift), 68% confidence. Not statistically significant, but directionally positive. Why it matters: The hypothesis was that addressing delivery uncertainty ("Will I get this immediately?") at the point of decision would reduce last-second hesitation and lift conversions. The data shows this worked specifically on mobile, where the 4% conversion rate lift reached 90% confidence. Mobile shoppers may experience more anxiety about digital product delivery since the purchase flow feels less familiar on a phone. On desktop, the micro-copy had no impact, desktop users may already feel more confident about digital purchases. The slight average order value drop suggests the micro-copy may have encouraged some lower-value purchases that wouldn't have happened otherwise, which is actually a positive signal for removing friction. The overall result is a mobile-specific win that the sitewide numbers dilute. Note: This test ran for approximately 14 days (March 11–25, 2026) with a strong sample size of ~164,800 total visitors and ~4,370 orders, providing reliable results. The mobile-specific finding at 90% confidence is actionable.

Because we saw that the most clicked item on the PLP is The Uzzle which has the most reviews, we expect that after we remove review stars from the product cards on the PLP, visitors will be more interested in other games and bundles, in particular. It will increase a click-through rate to other games and the RPV.

The variation lifted conversion +4.1% and revenue per visitor +3.6%.

By replacing UpCart's limited upsell logic with Rebuy's more advanced upsell engine, visitors will receive more relevant and personalized cart recommendations, thereby increasing average order value and cart-to-checkout conversion rate.

- Rebuy's AI appears more effective at converting users, even with identical visuals, indicating the engine's real-time logic is stronger than UpCart's. - No AOV uplift suggests Rebuy didn't push bigger baskets yet, but helped more users complete their purchase. - This early uplift supports the theory that smarter targeting > static recommendations, even before personalization tuning. - Given the visuals were held constant, this was a clean test of logic performance, making the results more trustworthy.

Making the price and discount badge red and adding the discount percentage will create urgency and lift conversion.

CVR -3.1%, RPV -2.1%. Heatmaps showed more clicks on the badge, which opened a discount modal, likely pushing more people to the Amazon link inside it. The extra digits also added cognitive load. A clear loss, and a useful one.

A clearer price anchor on the product page will improve revenue per visitor without hurting conversion.

CVR -11.6% (97.4% significance), RPU -$0.71. The damage was at checkout, not add-to-cart: lowering the compare-at price to $50 hurt begin-checkout and checkout-to-purchase across every segment. A well-powered, unambiguous loss, the anchor matters more than we assumed.

If we remove the shipping protection upsell from the cart, then we will increase cart-to-checkout conversion rate and revenue per visitor, because previous testing has demonstrated that cart friction from upsells significantly decreases conversion: removing 3 upsells plus a pre-purchase upsell previously increased cart CVR by 30% and RPV by 26% (with only a 3.63% AOV decrease), establishing that cart simplification drives net revenue gains. Two subsequent attempts to re-introduce individual upsells both resulted in negative CVR impact, confirming customers prefer a streamlined cart experience. The shipping protection adds decision complexity at a critical conversion moment when customers have already committed to purchase, and a pre-selected upsell can create a negative perception of hidden fees or manipulative tactics, potentially undermining brand trust. At $3.95 on a $219.90+ order (1.8%), the shipping protection revenue doesn't offset the conversion loss demonstrated in previous tests. The cleaner cart experience will reduce abandonment and increase purchase completion, with revenue gains from improved conversion outweighing the loss of shipping protection revenue.

Removing shipping protection decreased conversion rate 17.9% (38.52% to 31.64%) and revenue per visitor 18.1% ($75.33 to $61.67). AOV was roughly flat, -0.3% ($195.55 to $194.89).

By adding a USP banner on the PLP highlighting game details and benefits, visitors will feel more confident about the products, thereby increasing conversion rate.

Results: CVR: -10.9%, RPV: -10.1%. Learnings: The scroll rate got worse in the variation, and there is a significantly lower PDP click-through rate and higher bounce rate in variation. That means that visitors are not looking for any general info on the PLP, they rather look for the products.

By streamlining the PDP layout and improving clarity, visitors will better perceive the value and convert at higher rates.

Despite a similar AOV, the variation saw 9% fewer orders than control. That suggests the PDP changes may have distracted or confused users (layout, copy, or visual overload) or slowed decision-making (more content to process equals more bounce). Funnel Analysis: Add to Cart (ATC) decreased 8.94% (Primary issue: Users landed, but fewer added to cart), Begin Checkout Rate decreased 6.69%, Conversion Rate decreased 9.73%. The issue is at the PDP level. View Product Rate equals No change meaning people saw the PDP at the same rate. But fewer added to cart, which strongly suggests the content, structure, or messaging of the new PDP reduced motivation to act. Heatmap data shows a lot more visitors in Variation clicked on Buy on TPT link than in Control (Control: 2.18%, Variation: 4.44%). The TPT link is higher on the page and more prominent to all visitors. As a result, ATC clicks decreased (Control: 4.20%, Variation: 2.56%). This could be a result of a spill over of traffic to TPT and then drop off or purchase on TPT, which we do not track. Also, in Control, around 95-98% of visitors scroll to ATC button. In Variation, only around 75% of visitors scroll to that button. Recommendations: Move ATC button closer to the fold by moving the content above below the button or shortening it, Move Buy on TPT button down the page, Recheck the content on the page to replicate the content on the new template as close as possible to the content from the old template.

By moving buy box right below the fold Visitors will see the product details sooner Thereby more visitors will see the buy box, therefore ATC and RPV will increase

The 'Featured In' section with quotes seems to work well as authority-driven social proof just below the fold. The quotes likely build credibility, spark interest, and encourage visitors to scroll further and explore the product in more detail. → Add quotes to Featured In section on the PDP

By adding 3 USPs to the 1st image in the Image Gallery, which are highlighted right beneath a product shot, visitors will see the main benefits of the product upon landing on the PDP above the fold and therefore get a better understanding of the product

Variation showed lower bounce rate but also lower ATC, Checkout and conversion rate. Personal opinion - it is important to clearly demonstrate the product first without cognitive load. We also have a second image with the same benefits. As an iteration I would test a new image like the one we have for Stack Royale currently

We believe that extending the money-back guarantee from 60 days to 90 days and adding a prominent guarantee badge above the delivery date section will increase conversion rate because the longer guarantee period reduces purchase risk while the visual badge ensures this key objection-handler is seen before the Add to Cart decision. The 90-day window gives customers enough time to test the cushion across multiple trips (most people don't fly weekly), which signals product confidence. The prominent badge placement (above delivery date, with "Less than 1% claimed" social proof) makes risk reversal a primary selling point rather than buried text, addressing the core objection: "What if this doesn't work for my specific pain?"

• Stopped early because it started to look not good. We are currently investigeting what caused sudden switch in metrics. • The hypothesis is strong for increasing guarantee from 60 days to 90 days and we know it worked for TGC in the past • The badge could've been the reason it didn't perform - it pushed estimated delivery date, USPs and info dropdowns further • We will retest this after PDP redesign without additional badge, but with just increasing the guarantee to 90 days sitewide

If we add value reframing copy below the $19.00 price (either "Only $0.02 per sheet" or "Price of 2 vanilla lattes"), then conversion rate will increase, because presenting the price through a relatable micro-cost lens makes the extraordinary value immediately tangible and emotionally compelling, removing the mental friction teachers experience when trying to justify a $19 digital bundle purchase against familiar reference points like coffee or physical workbooks.

What we tested: Added value anchoring copy below the $19.00 price on select product pages (bundles like the K-4th grade pack, Alphabet Bundle, Phonics & Spelling Rules, Math Mats, and Life Skills). The variation displayed a relatable micro-cost comparison ("Price of 2 vanilla lattes") to reframe the price and make the value feel more tangible. What happened: The original pricing display (Control) outperformed the value anchoring variation across all key metrics. - Conversion rate: Control 3.07% vs Variation 2.86% (7% drop for the variation) - Revenue per visitor: Control $0.87 vs Variation $0.78 (10% drop for the variation) - Average order value: Control $28.31 vs Variation $27.24 (4% drop for the variation) Statistical confidence: There is an 89% chance the Control is better for conversion rate and a 90% chance it is better for revenue per visitor. This is a strong level of confidence. Device breakdown: - Mobile (96% of traffic): Control won on both metrics. Conversion rate Control 2.79% vs Variation 2.64% (5% drop). Revenue per visitor Control $0.80 vs Variation $0.72 (10% drop). 81% chance Control is better on conversion rate, 89% on revenue per visitor. - Desktop (4% of traffic): Control won more strongly despite the small sample. Conversion rate Control 9.58% vs Variation 7.91% (17% drop). Revenue per visitor Control $2.55 vs Variation $2.21 (13% drop). 89% chance Control is better on desktop conversion rate. Note: small desktop sample (82 vs 69 orders) so interpret with caution. New vs returning visitors: - New visitors (78% of traffic): Control won clearly. Conversion rate Control 2.90% vs Variation 2.66% (8% drop). Revenue per visitor Control $0.81 vs Variation $0.72 (11% drop). 90% chance Control is better on conversion rate, 89% on revenue per visitor. This is statistically significant. - Returning visitors (22% of traffic): Results leaned toward Control but were not statistically significant. Conversion rate Control 3.66% vs Variation 3.59% (2% drop). Revenue per visitor Control $1.06 vs Variation $0.98 (7% drop). Only 57% chance Control is better on conversion rate, essentially a coin flip. Why it matters: The hypothesis was that reframing the $19 price as "the price of 2 vanilla lattes" would make the value more tangible and reduce purchase hesitation. The data shows the opposite, the anchoring copy actually hurt conversions, particularly among new visitors and on desktop. One possible explanation is that the latte comparison inadvertently drew attention to the price as a cost rather than reinforcing the discount already displayed (87% off). The existing pricing display ($150 strikethrough, $19 sale price, "Save $131 Today") already communicates strong value. Adding a coffee comparison may have introduced cognitive friction by making visitors pause and evaluate the price from a different angle, rather than simply accepting the dramatic discount. The effect was strongest among new visitors, who may be more price-sensitive and more susceptible to any element that slows down their purchase decision. Note: This test ran for approximately 7 days (March 13–20, 2026) with ~41,500 total visitors and ~1,230 orders, providing a solid sample size for reliable directional results.

By moving the product gallery directly below the hero and review sections, visitors will explore product options earlier in their session and stay more engaged, thereby increasing product page views and add-to-cart rate without negatively affecting brand perception.

Why It Failed a. Visitors skipped brand/story context - Control flow = Hero → brand credibility → trust/education → then products. - Variant = Products shown almost immediately. - This caused visitors to click into product pages without enough emotional context. - Jewelry especially relies on trust, craftsmanship, and brand positioning. Without this, product pages felt "thin." b. Product pages weren't optimized to convert cold traffic - Product pages didn't carry over brand narrative → they looked more like plain PDPs. - So visitors came curious but bounced (ATC dropped). c. Lost secondary browsing (collections) - Collection view rate tanked (-20%). - By showing products up top, we unintentionally reduced exploration. Instead of browsing styles, visitors jumped to single products and didn't see the breadth of offering. - Jewelry is a "browse & compare" category, people want to see options before committing. d. Emotional mismatch between traffic source & fold - Likely: Ads/Landing Page → promise → homepage with immediate product push. - But user psychology = "Wait, who are you? Why should I trust you? Why are you premium?" - Without trust → people leave or bounce after PDP view. Key Insight Moving products up solved for visibility, but ignored storytelling and emotional sequencing. - It boosted curiosity clicks → more product views. - But those clicks were low-quality → didn't translate to cart or conversion. Results Recap: - Conversion Rate ↓ -4.29% - Revenue per Visitor ↓ -4.79% - AOV → No Change - View Product Rate ↑ +5.66% - View Collection Rate ↓ -20.75% - ATC Rate ↓ -3.13% More product views happened, but it didn't carry downstream.

By adding a buy box at the bottom of the listicle page, we expect visitors who have consumed the full listicle content to convert without navigating to a separate product page, thereby reducing funnel drop-off and increasing overall conversion rate.

What we tested: Whether adding a buy box at the bottom of the listicle page, so visitors could purchase right there instead of clicking through to a separate product page, would lift conversion versus the original listicle that routes visitors to the product page. What happened: The original page (control) won. The buy-box version performed worse on the metrics that matter most. - Conversion rate: Control 3.2% vs Variation 2.9% (down 10.0%) - Revenue per visitor: Control $4.13 vs Variation $3.84 (down 7.0%) - Average order value: Control $129.43 vs Variation $133.62 (up 3.2%) Statistical confidence: There's about a 92% chance the original page is the better version on conversion rate, and roughly a 75% chance it's better on revenue per visitor. The slightly higher average order value on the buy-box version was not meaningful. Why it matters: The hypothesis was that letting primed visitors buy at the bottom of the listicle would cut funnel drop-off and lift conversion. The data points the other way, keeping the click-through to the dedicated product page converted better, so embedding the buy box in the listicle hurt rather than helped in this run. Note: This was the re-launched run and lasted only ~5 days (Jun 4–9), below the usual 7-day window, so treat the magnitude with some caution. It's also a redirect-based test (control stays on /7-reasons-why; the variation redirects to /7-reasons-why-offer and a -bogo-v2 page), if those destination pages differ from the originals beyond the buy-box placement, that could partly affect the read.

Because we see a low ATC rate and low quantity selector and variant picker usage, we expect that redesigning the PDP selectors will result in more ATC and RPV.

Fewer clicks on size selectors, fewer clicks on bundle selectors with higher AOV. More people scrolled to ATC and more people added products to the cart. Guesses: - Visitors were confused why they got 2 sheets added to the cart, maybe the selected quantity is not properly highlighted. - Visitors didn't see the value of buying more sheets.

The popup kills CVR - and should only just be on the home page and not on the product pages.

After 10 days of testing, the control outperformed the variation across the key metrics, including conversion rate, revenue per visitor, profit per visitor, and overall net revenue. The variation, which removed the popup from the product page, showed a lower CVR and weaker performance from the beginning of the test, indicating that the popup was not negatively affecting conversions or the main revenue metrics. Although the test did not reach statistical significance, the consistent performance trend suggests that the original hypothesis was false, so the control should be declared the winner and the test should be paused.

Repositioning the Roller variant as an add-on upgrade to the Classic bag (instead of a variant selector) will increase AOV and RPV without negatively impacting conversion rate, because framing it as an optional enhancement with clear benefits and a lower price point ($50 vs full bag price) reduces decision complexity and positions the Roller as incremental value rather than a competing choice.

**Test Result:** Lost -3% CVR, -3% RPV overall **1. The Add-On Positioning Backfired** • Roller adoption increased modestly (+3.8pp from 59.8% to 63.6%) • But Classic orders dropped -17% (604 to 502) • Overall conversion dropped -3%, killing RPV **Insight:** Framing Roller as an "add-on" made Classic feel incomplete, causing Classic-intenders to abandon rather than convert. **2. More Decision Steps = More Friction** • Control: 1 choice (Classic or Roller?) • Variation: 2 choices (pick base variant, then decide on upgrade) • Result: sequential decisions increased drop-off despite aggressive discounting (72% off messaging) **Insight:** Adding steps, even when framed as "optional upgrades," creates abandonment. Simple variant parity outperformed base + upgrade hierarchy. **3. Traffic Intent Matters More Than Channel** **Winners:** • Organic Social: +18% RPV (low-intent discovery traffic) **Losers:** • Returning Visitors: -13% RPV • SMS: -18% RPV • Email: -9% RPV • Paid Social: -4% RPV **Insight:** The add-on positioning only worked for ultra-low-intent browsers. All high-value, high-intent segments performed worse; you can't optimize for casual browsers at the expense of your best customers. **4. AOV Gains Don't Offset Conversion Losses at This Price Point** • AOV increased +$1.35 per order • But lost 55 orders from the CVR drop • Net impact: -$9,000+ in revenue **Insight:** At $200 AOV, small CVR drops (2-3%) require massive AOV lifts (15-20%) to break even. Conversion always beats AOV optimization.

By increasing the price of our 8 best-selling products by $2 (Variation 1) and $5 (Variation 2), we expect to see minimal impact on conversion rate while increasing revenue per transaction. Given these products' strong value propositions (comfort, security, premium quality), established demand, and lack of direct competitors at this price point, we hypothesize that demand is relatively inelastic within this range. If conversion rate remains stable or decreases minimally, the higher price point will yield net positive revenue impact.

Immediate Impact (13-day test period) Variation 1 (+$2): • CVR: -8% (0.985% → 0.906%) • RPV: -6% ($1.12 → $1.05) • PPV: -6% ($0.87 → $0.82) • AOV: +2% ($113.90 → $115.84) • Est. -468 orders/month · Est. -$42,841 revenue/month · Est. -$30,178 profit/month Variation 2 (+$5): • CVR: -18% (0.985% → 0.812%) • RPV: -14% ($1.12 → $0.97) • PPV: -13% ($0.87 → $0.76) • AOV: +4% ($113.90 → $118.95) Key Learnings: ❌ Demand is more elastic than expected. Strong reviews, proven demand, and no direct competitor didn't protect against price sensitivity. Even a $2 increase created measurable friction. ❌ AOV increase is a false positive. Fewer people bought and the ones who did simply paid the new price. RPV fell in both variations, which is the only metric that matters here. ⚠️ $5 is a hard rejection. -18% CVR is not a marginal loss. Variation 2 is off the table entirely. ⚠️ Cash flow impact is real. -$42,841/month in estimated lost revenue on Variation 1 alone makes this unsustainable at current acquisition costs. Recommendation: LOSER, Do not ship either variation.

We believe that adding clickable micro-CTAs after Reasons 1, 2, and 3 will increase overall conversion rate from the listicle because these CTAs provide conversion opportunities at points where 49-68% of visitors are still engaged, capturing the 67% who never reach the bottom buy box. Visitors who are convinced after reading about pain relief (Reason 1), comfort (Reason 2), or portability (Reason 3) can immediately act on that conviction instead of being forced to continue scrolling to find a buy box that most visitors never reach.

What we tested: Clickable micro-CTAs were added after Reasons 1, 2, and 3 on the 7 Reasons listicle landing pages (/pages/7-reasons-why and /pages/7-reasons-why-bogo), giving engaged readers immediate conversion paths without scrolling to the bottom buy box. What happened: - Conversion rate: Control 3.10% vs Variation 2.90% (down 6.5%) - Revenue per visitor: Control $3.95 vs Variation $3.70 (down 6.3%) - Average order value: Control $127.54 vs Variation $127.45 (flat) Statistical confidence: 95% chance Control is better on conversion rate and 88% chance Control is better on revenue per visitor. Both clear the 85% threshold, Control wins decisively. The micro-CTAs hurt performance. Why it matters: The hypothesis was that mid-content CTAs would capture the 67% of engaged visitors who never reach the bottom buy box. The result contradicts that, visitors who saw early CTAs converted at a lower rate than those who scrolled the full listicle. The likely explanation: the listicle is doing persuasion work, and early CTAs are pulling visitors out of the funnel before they're fully convinced. Reading more reasons builds intent; interrupting that build with a CTA cuts conviction short. Note: Result is a clear loser. Roll back the micro-CTAs. If improving conversion from the listicle is still the goal, the next iteration should focus on getting more visitors to the bottom buy box (e.g., shorter content, sticky CTA bar, or restructured reason ordering) rather than adding earlier exit points.

Test if pushing the product tiles further up, and making it readily available increases the CTR, and adds to revenue.

What we tested: Moving the product tiles section higher up on the Stay Close Hoops landing page so products appear in the first fold, instead of requiring users to scroll down. What happened: The original layout (Control) outperformed the variation across all key metrics. - Conversion rate: Control 0.73% vs Variation 0.67% (8% drop for the variation) - Revenue per visitor: Control $0.85 vs Variation $0.74 (12% drop for the variation) - Average order value: Control $115.44 vs Variation $110.42 (4% drop for the variation) Statistical confidence: There is an 85% chance the Control (original layout) is better for conversion rate, and an 87% chance it is better for revenue per visitor. This is a moderate level of confidence. Device breakdown: - Mobile (87% of traffic): Control clearly won. Conversion rate Control 0.75% vs Variation 0.69% (9% drop). Revenue per visitor Control $0.87 vs Variation $0.76 (13% drop). 85% chance Control is better on mobile. - Desktop (13% of traffic): Results were inconclusive. Conversion rate Control 0.61% vs Variation 0.59% (3% drop). Only a 56% chance Control is better on desktop, essentially a coin flip with low sample size (33 vs 32 orders). New vs returning visitors: - New visitors (83% of traffic): Control won clearly. Conversion rate Control 0.56% vs Variation 0.50% (10% drop). Revenue per visitor Control $0.65 vs Variation $0.56 (13% drop). 84% chance Control is better for new visitors. - Returning visitors (17% of traffic): Results leaned toward Control but were less decisive. Conversion rate Control 1.60% vs Variation 1.53% (5% drop). Revenue per visitor Control $1.85 vs Variation $1.68 (9% drop). 64% chance Control is better, not statistically significant. Why it matters: The hypothesis was that pushing product tiles up would increase click-through rate and revenue. The data shows the opposite, users who saw the original layout with more content before the products actually converted at a higher rate and spent more. This effect was strongest on mobile and among new visitors, suggesting the content above the product grid (hero section, brand messaging) plays an important role in priming first-time mobile shoppers to purchase. Removing or compressing that content reduces buying intent. Note: This test ran for approximately 5 days (March 20–25, 2026), which is relatively short. However, the sample size was strong at ~80,000 total visitors, giving reasonable confidence in the directional results.

We expect that adding You Might also like section below the fold will encourage people to explore other products and buy more of them, increasing RPV

Loss prevented - adding the 'You might also like' section on the PDP significantly reduced both conversions (-12.7%) and revenue (-12.3%). The additional product recommendations likely created distraction and reduced focus on the primary product, leading to decision paralysis and cart abandonment. -This could be an issue of placement as much as it is the concept. Placing the cross-sell options ahead of the Why parents love… and customer review sections breaks up the PDP before a visitor has had a chance to view all of the good stuff about the game they've chosen to view -Up- and cross-sell may be better approached later in a visitor's journey than the PDP - Visitors purchased significantly more of a Family Night Bundle and less of Uzzle game in both Variations.

By adding USP banners ('POKE-FREE COMFORT', 'TARNISH-PROOF & SWEAT-PROOF') and lifestyle imagery within the product grid, we expect to increase conversion rate by addressing objections and building trust during the browse phase. These banners reduce friction by answering common concerns (comfort, durability) without requiring clicks to product pages, while packaging imagery reinforces premium positioning. The visual breaks also prevent scroll fatigue and help visitors process information between product decisions, increasing confidence to purchase.

Impact (8-day test period): • CVR: -3.37% (3.518% → 3.399%) • RPV: -5.17% ($3.95 → $3.75) • PPV: -5.15% ($3.08 → $2.92) • AOV: -1.87% ($112.29 → $110.20) • Est. -331 orders/month · Est. -$57,062 revenue/month · Est. -$44,263 profit/month Key Learnings: ❌ Interrupting the browse flow kills momentum. Inserting non-product cards ("POKE-FREE COMFORT", "TARNISH-PROOF & SWEAT-PROOF") into the product grid breaks the scanning pattern customers use on collection pages. Instead of reducing friction, the cards created it by disrupting the rhythm of browsing and pushing products further down the page. ❌ Objection handling at the PLP level is the wrong timing. Customers on a collection page are in product evaluation mode, comparing styles, prices, and options. USP messaging belongs earlier (ads, homepage) or later (PDP, cart). Inserting it mid-browse interrupts the decision they're already making. ❌ Lifestyle imagery in the grid created visual inconsistency. Product images follow a consistent format customers can scan quickly. Lifestyle shots break that pattern and force the eye to stop and reprocess. On a grid layout, consistency is a feature, not a limitation. ⚠️ 8-day test window overlaps with Christmas period. Results are directionally clear but the timing adds noise, gifting traffic behaves differently than baseline. The magnitude of loss (-$57K/month estimated) is significant enough that the direction is reliable even with seasonal skew. Recommendation: LOSER.

Adding the Hydroh Care subscription kit as a selectable upsell option on the Hydrogen Water Bottle PDP will increase AOV and subscription adoption rate without hurting bottle conversion, because customers purchasing bottles have immediate need for maintenance supplies and the $0 today starter offer removes purchase friction while the subscription provides ongoing value and convenience.

What we tested: Added a Hydroh Care subscription upsell widget on the Hydrogen Water Bottle product page. The upsell offered a "$0 Today" starter kit (10 cleaning tablets, 2 cleaning brushes, cleaning guide) with ongoing $19.99/month tablet refills every 60 days. The offer was pre-checked by default, with a custom Add to Cart button that bundled the bottle purchase with the Hydroh Care subscription. What happened: The Hydroh Care upsell severely hurt overall conversion rate while dramatically increasing subscription adoption among those who did convert. - Conversion rate: Control 3.85% vs Variation 3.18% (17% drop for the variation) - Revenue per visitor: Control $3.99 vs Variation $3.42 (14% drop for the variation) - Average order value: Control $103.55 vs Variation $107.58 (+4% lift for the variation) Statistical confidence: Control has a 100% chance of being better on conversion rate and 95% on revenue per visitor. This is an extremely strong, definitive result. Subscription data (critical finding): The upsell widget completely transformed the subscription mix, but at a major cost to overall conversions. - Subscription percentage of orders: Control 7.7% (39 sub orders out of 507) vs Variation 75.3% (314 sub orders out of 417). The variation drove a massive increase in subscription adoption. - Subscription revenue per visitor: Control $0.27 vs Variation $2.58, a nearly 10x increase. 100% confidence the Variation is better. - Subscription orders per visitor: Control 0.003 vs Variation 0.024, an 8x increase. 100% confidence the Variation is better. - Subscription average order value: Control $89.49 vs Variation $107.72 (+20% lift). 88% confidence the Variation is better. - However, total orders dropped from 507 to 417 (17% fewer orders), meaning the net effect was negative on total revenue despite much higher subscription rates. - Add-to-cart rate also dropped significantly: Control 10.3% vs Variation 8.2% (20% drop, 100% confidence Control is better). The pre-checked subscription checkbox and custom button appear to have created friction at the add-to-cart step. Device breakdown: - Mobile (93% of traffic): Control won decisively. Conversion rate Control 3.82% vs Variation 3.01% (21% drop). Revenue per visitor Control $3.98 vs Variation $3.21 (19% drop). 100% confidence on conversion rate, 98% on revenue per visitor. The upsell widget hurt mobile users the most. - Desktop (7% of traffic): Variation actually won on desktop. Conversion rate Control 4.22% vs Variation 5.32% (+26% lift). Revenue per visitor Control $4.14 vs Variation $6.08 (+47% lift). 87% confidence on conversion rate, 90% on revenue per visitor. This is a notable reversal, the upsell worked well on desktop where users have more screen space to evaluate the offer. New vs returning visitors: - New visitors (71% of traffic): Control won strongly. Conversion rate Control 3.96% vs Variation 3.11% (21% drop). Revenue per visitor Control $4.16 vs Variation $3.37 (19% drop). 100% confidence on conversion rate, 97% on revenue per visitor. - Returning visitors (29% of traffic): Results were flat. Conversion rate Control 3.58% vs Variation 3.35% (6% drop), only 72% confidence. Revenue per visitor Control $3.56 vs Variation $3.54 (1% drop), 51% confidence. Returning visitors were less negatively affected, possibly because they already know the product and are less overwhelmed by additional options. Why it matters: This test reveals a classic conversion vs. subscription trade-off. The Hydroh Care upsell was incredibly effective at driving subscription sign-ups, lifting subscription rates from 7.7% to 75.3% of orders, but this came at a steep 17% cost in overall conversion rate. The pre-checked checkbox and custom button created significant friction, particularly on mobile where 93% of traffic lands. The most telling finding is the device split: the upsell worked beautifully on desktop (+26% CR, +47% RPV) but bombed on mobile (-21% CR, -19% RPV). This suggests the upsell concept has merit but the implementation needs to be rethought for mobile, possibly as a post-purchase or cart page offer rather than a pre-purchase PDP widget. The hypothesis that the upsell wouldn't hurt bottle conversion was disproven; the $0 today framing and pre-checked default likely made the purchase feel more complex and committal than a simple bottle purchase. Note: This test ran for approximately 6 days (March 5–11, 2026) with ~26,300 total visitors and ~924 orders, providing a strong sample size. The 100% confidence on conversion rate makes this an extremely reliable result.

HYPOTHESIS We believe that redesigning the PDP to lead with social proof, add a Best Seller badge, simplify benefit scanning with icons, and use card-style bundle selectors will increase conversion rate because the new layout makes trust signals more prominent and the purchase decision easier to process. When visitors see 62,000 customers and a 4.7/5 rating BEFORE the product name, they receive immediate social validation that reduces skepticism. The Best Seller badge leverages bandwagon psychology (if everyone's buying it, it must work). Icon-based benefits with a scannable grid layout allow faster information processing than text-heavy checkmarks. Card-style bundle selectors create clearer visual hierarchy, making the "Best Value" 2-pack option more prominent and easier to select. This trust-first information architecture prioritizes answering the critical question problem-aware visitors need answered: "Will this product actually solve MY pain?" SPECIFIC CHANGES BEING TESTED 1. Social Proof Above Product Name • Control: Product name → then rating • Variation: Rating (4.7/5, 62,000 customers) → then product name • Why: Answer "Does this work?" before telling them what it is 2. Best Seller Badge • Control: No badge • Variation: Green "Best Seller" badge top-left • Why: Psychological trigger (if others bought it, it must be good) 3. Benefits: Icons vs Checkmarks • Control: 5 benefits with checkmarks (pain-point focused copy) ◦ "Ultra comfortable & supportive" ◦ "Prevents back & tailbone pain" ◦ "Durable & built for frequent use" ◦ "Takes seconds to set up & pack away" ◦ "Lightweight, compact & travel-friendly" • Variation: 4 benefits with icons (feature-focused copy) • Why: Icons are faster to scan, grid layout is more visually organized • Trade-off: Losing pain-point specificity ("Prevents back & tailbone pain") for scannable brevity ("Back & Neck Support") 4. Bundle Selector: Radio Buttons → Card Style • Control: Traditional radio button selectors • Variation: Card-style boxes with visual hierarchy • Why: Cards create clear visual separation, "Best Value" badge stands out more, feels more premium 5. Delivery Date Positioning • Control: Below trust badges • Variation: Above trust badges (higher visibility) • Why: Creates urgency earlier, "Get it between Mar 15-18" shown before they click ATC 6. Trust Badge Reordering • Control: "Free Tracked Shipping | 60 Day Risk Free Returns | 62,000+ Happy Customers" • Variation: "60 Day Risk Free Returns | 62,000+ Happy Customers | Free Tracked Shipping" • Why: Lead with risk reversal (60-day guarantee) vs shipping, keep social proof (62k customers) in trust badges since it's also at top 7. Expandable Sections Pushed Lower • Control: Description/How to Use/Shipping & Returns positioned mid-page • Variation: Same sections pushed further down page • Why: Prioritize conversion elements (bundle, ATC, trust badges) over educational content; engaged buyers will scroll for details WHY THIS REDESIGN WILL WORK • Trust-first hierarchy: Social proof (62k customers) answers "Does this work?" before product name answers "What is this?" • Visual clarity: Icon grid + card-style bundles are easier to scan than text lists + radio buttons • Psychological validation: Best Seller badge + leading with reviews leverages bandwagon effect • Urgency earlier: Delivery dates shown before ATC button plants timeline in mind • Reduced friction: Clearer bundle selection and streamlined information hierarchy

What happened (top-line) - Variation lost: Conversion rate 9.11% → 8.42% (≈ -7.6%) - Revenue per visitor $11.01 → $10.32 (≈ -6.3%) - AOV $120.86 → $122.56 (≈ +1.4%), not enough to offset lower conversion - Primary leak appears early: ATC rate down ≈ -6.1% (biggest directional mover). Downstream rates are mixed/smaller (begin checkout -6.2%, abandoned checkout +3.7%, abandoned cart +1.5%). Likely reasons the redesign underperformed (ranked by plausibility) 1) Offer comprehension / bundle selector friction (BOGO + gifts) - The variation introduced a new card-style bundle module + "Best Value" hierarchy + potentially different price placement. With BOGO + multiple gifts, users need to quickly understand "what do I get, what do I pay, and what do I select?". If the module adds even slight confusion, it shows up as lower ATC. - In your own notes: price placement changed (right side → under BOGO), "Bundle & Save" wording, and a new physical recommendation element (not in control). All of these can increase cognitive load at the exact decision point. 2) Trade-off: scannability vs persuasion (loss of pain-specific benefit copy) - Control had 5 longer, pain-point benefits; variation shortened to 4 icon benefits and used different copy. For a higher effective price point (BOGO) buyers may need more reassurance, not less. Icons can scan faster, but may reduce perceived specificity/credibility. 3) Trust signals moved up, but "why this works for me" became less clear - Leading with social proof + Best Seller can reduce skepticism, but if it pushes the product story/unique value lower or makes the header feel like "generic ecommerce", it can weaken the fit narrative ("this solves my back/tailbone pain on flights"). That would also primarily hit ATC rather than later checkout steps. 4) Quality/accuracy issues can materially hurt trust - You called out a mismatch: rating should be 4.6/5 (not 4.7/5). Even small inconsistencies create "something feels off" friction, especially when the entire redesign is anchored on social proof as the first thing users see. 5) Segment mismatch: winners in Google, losers elsewhere (creative/traffic intent interaction) - Channel cut suggests Google improved (CR +12%, RPV +12%) while Facebook/Instagram/Klaviyo declined. That pattern often happens when higher-intent traffic tolerates changes (or benefits from clearer trust cues), while lower-intent / colder traffic needs stronger pain-story + less friction to select the offer. - This indicates the redesign might be situationally good, but not a universal PDP default without segmenting by traffic source or intent level. Notes on "% orders by quantity" chart - Since the 3 free gifts count as units, unit-quantity distributions are not a reliable read of bundle selection behavior here. Focus on offer selection events (bundle click / variant selection), ATC, and checkout step funnels instead of units-per-order from analytics. What to check next (diagnostics to confirm the hypotheses) - Funnel by step: PDP view → bundle selection interaction → ATC click (not just ATC rate). Look for lower interaction or higher "hesitation" in the offer module. - Clickmaps/recordings: do users scroll past the bundle module, mis-click, open FAQs, or hesitate at price/BOGO language? - Device split: card-style selectors sometimes degrade more on mobile (spacing, fold, thumb reach). - New vs returning: returning visitors may be more sensitive to layout/offer changes; new visitors may need pain-based persuasion. Recommended next iteration (fast follow test) A) Keep the layout improvements but remove the main risk variables: - Use the same benefit copy length as control (pain-point bullets), even if you keep icons. - Revert bundle module to control structure/price placement (price on right) while keeping the social proof/top trust stack. - Remove "Bundle & Save" wording and the physical recommendation element for a cleaner decision path. - Fix the rating/review values to be accurate (4.6/5). B) If you want to test "social proof first", isolate it: change only the header ordering + Best Seller badge, keep offer module identical to control. Core learning - This redesign likely failed not because "trust-first is wrong", but because the variation bundled multiple high-impact changes at the decision point (offer module + copy + new elements). The net effect increased friction and reduced ATC, and the small AOV lift could not compensate.

Lowering the free shipping threshold during BFCM will increase conversion rate (more people complete checkout) by reducing perceived friction and “penalty” at checkout.

The variation lowered conversion -9.8% and revenue per visitor -12.5%.

By increasing the price of 2- and 3-bottle bundles while adding relevant high-perceived-value gifts (sleeve, sip cap, and straw cap), visitors will still perceive the bundles as a strong value due to the included bonuses, thereby preserving or improving conversion rates while significantly increasing contribution margin per order.

Raising the price of the 2-bottle bundle from $109.99 to $129.99 and the 3-bottle bundle from $149.99 to $179.99, while adding free gift accessories, reduced conversion rate by 23.15% and revenue per visitor by 19.63%, costing an estimated $1,030,929 in yearly revenue.

By revamping the top fold, visitors will understand faster what the product is and why it matters, thereby reducing bounce rate, improving add-to-cart rate, and increasing overall conversion rate.

Revamping the PDP top fold, adding a gallery thumbnail strip, extra trust badges, an extra benefit bullet, and a customer review snippet above the buy box, reduced conversion rate by 12.45% and revenue per visitor by 13.55%, costing an estimated $1,422,688 in yearly revenue.

Introducing a $150 free shipping threshold will increase AOV by nudging Classic single-bag buyers to upgrade to the Roller or add a second bag to qualify, with the incremental AOV lift more than offsetting any CVR loss from customers who decline to upgrade and proceed with the $5.99 fee.

• The $21 gap to hit the $150 threshold cannot be closed with a small add-on: the only paid SKU available is a full bag at $129+. The real customer choice is pay $5.99 shipping or add another $129 bag to cart, which is not a nudge, it's a full repurchase decision. Unsurprisingly, customers paid the $5.99 and checked out. • The "Shipping & taxes calculated at checkout" line already sits below the subtotal. Adding a free shipping threshold bar directly above it creates a direct contradiction: one element promises free shipping is achievable, the other defers all shipping costs to checkout. Customers have no way to know what they'll actually pay until they leave the cart. • AOV is completely flat ($179.07 vs $178.80). The upgrade mechanic did not fire; no customers closed the gap, they abandoned instead. • This is the fourth consecutive cart drawer test to lose: LX-JAN05 (-6.2% CVR), LX-30 (-11.2% CVR), LX-38 (-8.88% CVR). The cart drawer has a consistently low tolerance for any element that adds a condition or decision between open cart and checkout.