Talk to a humanProduct pages got a link to a collection of similar products to help shoppers discover more of the range. Clicks went up; sales didn't follow.
A Parent Collection Link on Product Pages Makes No Clear Difference to Conversion Rate
Goal
Click-through rate
Result
-1.1% Conversion rate
Category
Product Page (PDP)
Outcome
Inconclusive
Before
After
If we link product pages to a collection of similar products, then shoppers will discover more of the range because many aren't aware of all the options available.
What We Changed
- Added a link on product pages to the product's category.
- Sent shoppers who clicked it to a listing page with more products of the same type.
The Results
How the new version compared with the original, across all devices.
-1.1%
Conversion rate
-0.3%
Revenue per visitor
+1.3%
Add-to-cart rate
Key Learnings
- Conversion rate (-1.1%) and revenue per visitor (-0.3%) showed no clear difference across 66,172 visitors.
- Click-through rate, the metric the test was set up to measure, rose 8.7%, a statistically clear lift. The extra clicks didn't turn into sales.
- Bounce rate fell 5.8%, so the link kept more visitors browsing.
- Better product discovery alone didn't change how often shoppers bought.
Detailed results breakdown
Conversion rate
-1.1%
Revenue per visitor
-0.3%
Add-to-cart rate
+1.3%
Click-through rate
+8.7%
Bounce rate
-5.8%
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30,000+ Monthly sessions.
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Positive signal
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