Talk to a humanProduct pages showed a button linking to every product in the selected color, mostly camo patterns. See how it changed sales and clicks.
A Shop This Color Button on Product Pages Cuts Conversion Rate 2.6%
Goal
Click-through rate
Result
-2.6% Conversion rate
Category
Product Page (PDP)
Outcome
Loss Prevented
Before
After
If we show a Shop This Color button when the selected color appears on other products, then click-through rate will rise because shoppers drawn to a color will want to see more items in it.
What We Changed
- Added a Shop This Color button to product pages when the selected color is shared by other products.
- Linked it to a filtered page showing every product in that color.
- Showed the color being browsed on the destination page.
- Hid the button when no other products share the selected color.
The Results
How the new version compared with the original, across all devices.
-2.6%
Conversion rate
-6.8%
Revenue per visitor
-7.6%
Average order value
Key Learnings
- The button lowered conversion rate 2.6% and revenue per visitor 6.8%, with average order value down 7.6%.
- Click-through rate, the metric the test was set up to measure, rose 2.6%, with a 94.9% probability that the variant beats the original.
- Sending shoppers to other products in the same color likely pulled some away from the one they were viewing.
- The test ran 60 days on 17,746 visitors, most of them on mobile.
Detailed results breakdown
Conversion rate
-2.6%
Revenue per visitor
-6.8%
Average order value
-7.6%
Add-to-cart rate
-0.1%
Click-through rate
+2.6%
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Other experiments we've run
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Inconclusive
Simplified Product Page Layout
Simplifying the product page layout lifted AOV by 4.4% but had minimal impact on conversion rate and revenue per visitor.
+4.4% Average Order Value
Collection Page (PLP)
Inconclusive
Breadcrumbs on Collection Pages Make No Clear Difference to Conversion Rate
Collection pages got clickable breadcrumbs showing shoppers where they are in the store. See how this small navigation change performed over 45 days.
+1.8% Conversion rate
Product Page (PDP)
Loss Prevented
A Search Bar Above Product Images Cuts Conversion Rate 4.2%
Product pages got a search bar directly above the product images, so shoppers could look for other items without leaving. The change cost orders, and testing showed it.
-4.2% Conversion rate