A/B Test

What the Data Told Us

During our heatmap analysis, we observed that mobile users on collection pages often struggled to quickly identify the right pump for their vehicle, compared to desktop. Considering 60% of users use mobile devices, we wanted to prioritise the use of the Pump Finder feature on mobile. To address this, we wanted to test making the Pump Finder tool more visible by displaying it as a sticky CTA on mobile collection pages, aiming to streamline product discovery and reduce drop-offs.

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Hypothesis

What We Did

Our hypothesis was that a more prominent Pump Finder would give users the confidence to identify compatible products quickly, leading to higher conversion rates and stronger cart completions. A 13-day A/B test compared the standard mobile collection page against a variant with Pump Finder pinned as a sticky CTA.

The Results

The sticky Pump Finder CTA produced a +69.25% uplift in conversion rate and a +42.8% increase in cart completion, with supporting gains in AOV (+13.4%), Revenue per Visitor (+18.72%), and Total Revenue (+15.4%).

Our strategists identified that the uplift came not only from added visibility but also from reduced friction in decision-making. By placing Pump Finder in a persistent, thumb-reachable position, mobile users no longer needed to scroll or question compatibility. This created a faster path to product confidence, which is the key conversion lever for this category.

The -37.76% decrease in Average Products per Visitor further validated the hypothesis. Users were no longer browsing multiple SKUs out of uncertainty but instead finding the right product quickly and converting with intent. This behaviour shift from exploratory to decisive shopping increased efficiency across the mobile funnel.

With a statistical significance of 97.4%, Variant 1 was implemented permanently. Beyond the numerical uplift, this test demonstrated how targeted UX refinement, guided by behavioural data rather than assumptions, can turn a product-discovery challenge into confident conversions.

  • 69.25%

    Increase in Conversion Rate

  • 42.8%

    Increase in Cart Completion Rate

  • 13.4%

    Increase in Average Order Value
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