A/B Test

Expose the Search Bar on Mobile

Conducting Titan Casket’s CRO Audit allowed us to analyse the site search usage data. During this analysis, we noted that users who utilised the search were able to find the product they needed faster, resulting in an eCommerce conversion rate which was 81% above the site average.

To increase the overall conversion rate, we hypothesised that by making the search bar visible throughout the site instead of simply displaying a search icon, accessibility would increase and there was a strong likelihood of an increased conversion rate. We conducted this test on mobile only.

Titan Casket 22 Increase In Conversion Rate Before Titan Casket 22 Increase In Conversion Rate After
Titan Casket 22 Increase In Conversion Rate Before Titan Casket 22 Increase In Conversion Rate After

The Results

We evaluated the metrics from this test in both Convert and Google Analytics 4 to ascertain the correct metric changes. Across all platforms, Variant 1, which displayed the exposed search bar by default led to a 22% increase in Conversion Rate, 76% increase in Average Purchase Revenue per User, as well as increases in engagement, like 38% increase in Clicks on Suggestions/Products in Search and 33% increase in Clicks on the Cart Icon. For New Visitors specifically, we saw increases in Conversion Rate by 44%, Average Purchase Revenue per User by 70%, and Average Order Value by 14%.

  • 22%

    Increase in Conversion Rate

  • 76%

    Increase in Average Purchase Revenue per User

  • 47%

    Increase in Average Order Value
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