Hypothesis

What the Data Told Us

User Testing revealed that customers on Aeromotive’s collection pages were struggling to find in-stock items, which is critical for a brand selling performance vehicle parts. Using Userfeel, we observed that the “In-Stock Only” filter was buried at the bottom of the filter panel, causing friction in product discovery and slowing down the path to purchase. We were curious about how large an impact in-stock products might have on both Aeromotive and PerTronix (sister brands).

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A/B Test

What We Wanted to Achieve

The default option for Aeromotive’s collection pages didn’t filter in-stock items, meaning customers saw products that were out of stock. We hypothesised that by repositioning the “In-Stock Only” filter near the top of the filtering options, we could reduce frustration and shorten the decision-making journey. The variant aimed to surface available products more quickly by improving filter visibility, helping customers locate what they needed without scrolling through unavailable SKUs.

The Results

While we conducted this test on both PerTronix and Aeromotive, user behaviour varied significantly between the two. We were surprised to find that, even though the PerTronix site saw minimal change in conversion behaviour, suggesting that highlighting in-stock items had little influence on their audience. This aligns with our understanding that PerTronix customers are often planning longer-term vehicle builds or restorations by browsing and researching well in advance of purchase.

In contrast, Aeromotive customers showed clear intent to purchase in-stock items immediately. The repositioned filter led to a 0.37% decrease in visits to the Product Detail Pages, indicating shorter customer journeys, reduced reliance on PDP views, and uplift across key metrics, including Conversion Rate, Add to Cart and Checkout Visits. These insights not only validated the test for Aeromotive but also highlighted how user intent can vary even between closely related brands, making tailored optimisation essential.

  • 2.33%

    Increase in Conversion Rate

  • 8.04%

    Increase in Add to Cart

  • 19.71%

    Increase in Checkout Visits
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