A/B/C Test

Alternative Variant Selection Methods

As with all new clients, we began our work with Azuna by conducting a CRO Audit - reviewing performance data, previous tests, and user behaviours. During this process, we evaluated earlier tests run on the Intelligems platform and identified an opportunity to improve how product variants were displayed on the PDP. Previous versions used a dropdown menu to show scent options, but our analysis suggested that this design could limit visibility and hinder product discovery.

We hypothesised that displaying variant options more openly, such as with a horizontal scroll of swatches, would make selection easier, reduce decision friction, and ultimately increase conversions. To test this, we ran an A/B/C experiment comparing the original dropdown against two new approaches: Variant 1, using colour swatches in a horizontal scroll; and Variant 2, a hybrid dropdown with both text and colour.

The Results

The two-week A/B/C test showed that Variant 1, the horizontal swatch layout, drove stronger performance across both mobile and desktop, with particularly positive results when implemented on desktop only. On desktop, revenue per visitor increased by 4%, conversion rate by 3%, and subscription orders rose by 6%, indicating that users found the new layout easier to engage with and more intuitive when selecting product options.

Initially, overall subscription rates had shown a decline, which we hypothesised was due to customers preferring to explore multiple product options before committing. However, once Variant 1 was published to desktop only, subscription performance improved, reinforcing that the visibility and usability of the swatches helped streamline decision-making. With improvements across profit, revenue, and subscription metrics, Variant 1 was rolled out on desktop and is expected to drive a substantial uplift in monthly revenue performance.

  • 3%

    Increase in Conversion Rate

  • 4%

    Increase in Revenue per Visitor

  • 4%

    Increase in Profit per Visitor
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