Wide collection nudging cards (new images & copy)

Before

After

Hypothesis

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.

What we learned

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.