Hypothesis

What the Data Told Us

During Titan Casket’s CRO Insights Audit, our strategy team identified friction on their Collection Pages where users were struggling to self-select into the right product line. Previous testing showed promising behaviour shifts when we surfaced contextual guidance, so we explored whether structured sub-category widgets could accelerate product discovery and increase overall revenue.

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Titan Casket Utilising Sub Category Widgets Before
Titan Casket Utilising Sub Category Widgets Before

A/B Test

What We Did

We launched an A/B test placing sub-category widgets directly above the product grid, strategically positioned to catch high-intent visitors before they scrolled. Variant 1 introduced clear pathways into key product groups, while the control remained unchanged with only standard filters and sorting available.

Titan Casket Utilising Sub Category Widgets After
Titan Casket Utilising Sub Category Widgets After

The Results

Variant 1 delivered a +31.77% uplift in Revenue per Visitor and a +7.67% increase in Add to Cart rate, despite a -24.13% drop in Conversion Rate.

Why this still wins:

Our strategists prioritised Revenue per Visitor because it captures total commercial impact, not just binary conversions. The sub-category navigation helped visitors explore a broader range of products, driving significantly higher revenue per session even if some users took longer pathways to purchase. For Titan, the revenue impact outweighed the softer dip in raw conversion rate.

Revenue per Visitor was the stronger metric as it looks at overall revenue gained instead of focusing on one conversion attribution.

  • 31.77%

    Increase in Revenue per Visitor

  • 7.65%

    Increase in Add to Cart
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