A/B Test

Expose Search Bar on Mobile Devices

When analysing site search usage data for Azuna during our CRO Audit, we noticed that users who use search can find the product they need faster, which resulted in a conversion rate that was 63% above the site average. By making the search functionality as visible as possible, especially for this client's high number of mobile users, we expected conversion metrics to increase due to a smoother, faster customer journey.

We hypothesised that by exposing the search bar on mobile devices, instead of simply displaying the search icon, users will have immediate access to find the products they need without going through the collection and product detail pages.

Azuna 2.67 Increase In Profit Per Visitor Before Azuna 2.67 Increase In Profit Per Visitor After
Azuna 2.67 Increase In Profit Per Visitor Before Azuna 2.67 Increase In Profit Per Visitor After

The Results

We let this test run for two weeks before analysing the results. For returning visitors, we saw a 6% increase in Revenue per Visitor, which led us to believe that the new design helped new visitors discover products faster and facilitated repeat purchases. On mobile devices, we observed a 0.8% increase in Subscription Orders per Visitor and a 0.7% increase in Subscription Profit per Visitor. Variant 1 had a win probability of 91%, and based on Shopify orders, the A/B testing platform estimates a +682 additional orders per month with an estimated 2.9% increase in monthly revenue with Variant 1.

  • 2.3%

    Increase in Conversion Rate

  • 2.5%

    Increase in Revenue per Visitor

  • 2.67%

    Increase in Profit per Visitor
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