A/B Test

Displaying Reviews on Collection Page Product Cards

This A/B test was rooted in insights from our CRO Audit, which highlighted the paradox of choice and lack of visual social proof on Collection Pages. Although Titan Casket collected reviews, these weren’t being displayed on product cards - leaving customers without trust signals at a key browsing stage.

Our hypothesis was that showcasing reviews directly on Collection Page product cards would help users navigate choices with more confidence, reduce decision friction, and drive both conversions and revenue. To test this, we introduced product star ratings and review counts across the Collection Page.

The Results

The results were particularly strong on mobile. By adding visible reviews to Collection Page product cards, we saw a 69.9% uplift in mobile conversion rate and a remarkable 331.4% increase in revenue per visitor. On desktop, the performance gains were smaller but still significant - especially in average order value.

Across all devices, the test delivered a 23.2% boost in eCommerce conversion rate and a 73.5% increase in AOV. While the test didn’t quite reach 95% statistical significance, the revenue impact - driven primarily by mobile - was clear. With revenue per visitor up 113.7%, Variation 1 has now been recommended for permanent rollout.

  • 73.5%

    Increase in Average Order Value Overall

  • 331.4%

    Increase in Revenue per Visitor for Mobile Devices

  • 113.7%

    Increase in Revenue per Visitor Overall
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