Hypothesis

What the Data Told Us

During our CRO audit for Oaktree Memorials, we identified a strong possibility of choice overwhelm. With a wide range of urns and memorial products available, shoppers may have been finding it difficult to choose the right option for them. We know from experience that strategic visual cues such as “Best Seller,” “New Arrival,” or discount percentages can simplify decision-making by directing attention toward trusted or popular products and cause measurable uplift.

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Oaktree Memorials Reducing Decision Friction With Strategic Product Badges Before Desktop
Oaktree Memorials Reducing Decision Friction With Strategic Product Badges Before Mobile

A/B Test

What We Did

To reduce friction and guide user attention, we tested adding a “Best Seller” badge to the store’s top 10 best-performing products and a “New Arrival” badge to products uploaded within the last 30 days. We also replaced the generic “Sale” badge with a prominent percentage discount to increase pricing clarity. We tested Variant 1 against the original design to measure impact on conversion rate, revenue per visitor, add-to-cart behaviour, and product page engagement.

Oaktree Memorials Reducing Decision Friction With Strategic Product Badges After Desktop
Oaktree Memorials Reducing Decision Friction With Strategic Product Badges After Mobile

The Results

Variant 1 delivered positive uplifts across key commercial metrics compared with the original design. Conversion rate increased by 7%, revenue per visitor rose by 3%, add-to-cart rate improved by 10%, and product page view rate increased by 6%. Based on current sales volume, this translates to an estimated 23 additional orders per month.

This was a limited test and didn’t meet our usual threshold for statistical significance. But deeper product-level analysis showed meaningful sales uplifts among the best-selling products when they were badged. This suggests that strategic visual signalling helped shoppers make faster, more confident decisions when presented with guided options.

  • 7%

    Increase in conversion rate

  • 10%

    Increase in add-to-cart rate

  • 3%

    Increase in revenue per visitor
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