A/B/C Test

What the Data Told Us

When analysing the homepage and search data during a CRO Insights for the client, we noticed that only 29% of mobile users accessed subcategories on the Homepage due to scrolling behaviour.

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Stone Creek Coffee Improving Subcategory Visibility Before
Stone Creek Coffee Improving Subcategory Visibility Before

Hypothesis

How the Test was Set Up

To address this, we hypothesised that by displaying a sticky carousel section above the fold on the Homepage will assist in guiding users to the relevant categories. We set up an A/B/C test with Variant 1 displaying ‘story-style’ circles and Variant 2 displaying pills.

Stone Creek Coffee Improving Subcategory Visibility Variant 1
Stone Creek Coffee Improving Subcategory Visibility Variant 1

Variants

Why Stories vs Pills

The ‘story-style’ variant circles were to appeal to those who are used to Stories displaying on platforms like Instagram and TikTok while the pills variant took up less space above the fold.

Stone Creek Coffee Improving Subcategory Visibility Variant 2
Stone Creek Coffee Improving Subcategory Visibility Variant 2

The Results

After two weeks, we analysed the data which displayed that Variant 2 delivered 19.41% increase in View Collection Rate, 8% increase in Conversion Rate, and 9% increase in Revenue per Visitor. Based on Intelligems’ projections which considered both subscription and one-time purchases, Variant 2 would generate an additional 75 orders per month.

We implemented Variant 2 permanently.

  • 19.41%

    Increase in View Collection Rate

  • 8%

    Increase in Conversion Rate

  • 9%

    Increase in Revenue per Visitor
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