Remove color and size selectors

Before

After

Hypothesis

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.

What we learned

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.