Hypothesis

What the Data Told Us

We spent some time analysing heatmaps and screen recordings through Microsoft Clarity for Azuna to determine any friction points. We noticed that users frequently interacted with colour variants on collection pages, but the differences between options weren’t always clear, especially on mobile devices. This pattern signalled a clarity gap rather than an intent gap. Users were engaging with variants but lacked immeidate confirmation of their selection, introducing micro-uncertainty at a key decision moment within the browsing journey.

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A/B/C Test

What We Did

To address this, we hypothesised that by adding variant names to product cards when variant colours are clicked, this would make it clear which variants were available for each specific product. From a behavioural perspective, we aimed to reduce cognitive load and strengthen selection confidence by pairing visual variant cues with explicit textual reinforcement. The main problem we noticed was that mobile users struggled to select individual variants, so we wanted to improve that experience, too. On smaller screens, limited tap precision combined with ambiguous visial indicators can amplify hesitation, so improving both spacing and confirmation cues became central to the experiment design. For this reason, we ran an A/B/C test.

Variants

What Were They

Two variants were tested against the original PDP, which displayed coloured circles to indicate variants: Variant 1: Colour circles as the Original + variant names below, changing based on variant clicked. Variant 2: Colour circles spaced slightly apart (to assist mobile users) + variant names below, changing based on variant clicked.

The Results

Both variants outperformed the original design, but Variant 1 showed the strongest and most consistent results across key metrics. 

The winning experience validated that confirmation clarity outweighed spacing adjustments alone. Explicit variant naming acted as a reassurance layer, helping users quickly verify their selection without re-evaluating visual cues, which supported faster progression towards purchase.

  • Variant 1 vs. Original displayed a +4.87% increase in Conversion Rate, +4.62% in Revenue per Visitor, +4.85% in Subscription Revenue per Visitor, and +1.12% in Add to Cart Rate with an estimated +1,959 additional orders per month.
  • Variant 2 vs. Original displayed a +2.81% increase in Conversion Rate, +3.48% in Revenue per Visitor, 3.92% in Subscription Revenue per Visitor, and an estimated +1,132 additional orders per month.

This outcome reinforced that merchandising clarity on collection pages does not simply aid discovery but actively shapes downstream conversion behaviour by reducing decision friction earlier in the journey.

Given its consistent improvement across all KPIs, we implemented Variant 1 permanently.

  • 4.87%

    Increase in Conversion Rate

  • 4.62%

    Increase in Revenue per Visitor

  • 4.85%

    Increase in Subscription Revenue per Visitor
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