A/B/C Test

What the Data Told Us

During our CRO Insights for Azuna, we identified that some users may feel overwhelmed with too many options on Collection Pages. We wanted to strategise a way to streamline users to find the product they needed in a way that communicated with the target audience and made the customer journey more engaging and interactive.
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Hypothesis

What We Wanted to Achieve

We hypothesised using story widgets on Collection Pages featuring various subcategories. This approach would help users find the products they want easily while helping ot create default structured filters.

Variants

How the Test was Set Up

Unsure of which design would work best for users, between a pill-designed widget and a card-designed widget (like Instagram Stories), we ran an A/B/C test with Variant 1 displaying a card-style while Variant 2 displayed a pill-style.

The Results

After two weeks, we analysed the results within Intelligems and found that Variant 2 was an overwhelming winner, estimating an additional 614 orders per month while Variant 1 estimated an additional 286 orders per month.

While both variations showed significant lifts across key metrics, including subscription and conversion rates, for both mobile and desktop, the Pill variation performed better with a 5.42% increase in Conversion Rate, 5.88% increase in Revenue per Visitor, 14.95% increase in Subscription Orders per Visitor, and 16.73% increase in Subscription Revenue per Visitor. 

Variation 1 displayed uplifts too, but not as significantly with 2.56% increase in Conversion Rate, 3.02% increase in Revenue per Visitor, 5.62% increase in Subscription Orders per Visitor, and 8.81% increase in Subscription Revenue per Visitor.

But why did the Pill layout perform better? We hypothesised that users whose first page was a product detail page and who interacted with the story widgets might have thought the subcategory section was part of a shoppable story widget, such as on tools like Instagram. Even though structurally different, the visual similarity might have caused confusion, leading users to think they had already interacted with it. 

Based on this data, we set Variant 2 live permanently.

  • 5.42%

    Increase in Conversion Rate

  • 14.95%

    Increase in Subscription Orders per Visitor

  • 16.73%

    Increase in Subscription Revenue per Visitor
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