Talk to a humanProduct pages started recommending other products from the same category. Fewer shoppers bought, but orders got bigger and revenue per visitor rose.
Same-Category Recommendations on Product Pages Show Mixed Results on Conversion and Revenue
Goal
Average order value
Result
-9.9% Conversion rate
Category
Product Page (PDP)
Outcome
Inconclusive
Before
After
If we recommend other products from the same category on product pages, then average order value will increase because shoppers will see related items to add to their order.
What We Changed
- Set up a product recommendations block on product pages.
- Recommended other products from the same category as the one being viewed.
The Results
How the new version compared with the original, across all devices.
-9.9%
Conversion rate
+7.9%
Revenue per visitor
+19.7%
Average order value
Key Learnings
- Conversion rate fell 9.9% while revenue per visitor rose 7.9%, so the net effect on sales is unclear.
- Desktop drove the revenue rise: order value rose 153.5% on 1,702 visitors, likely from a few large orders.
- On mobile, which had 7,391 of the 9,093 visitors, conversion rate fell 5.1% and revenue per visitor 4.7%.
- No probability was computed for this test, so read every move here as directional.
Detailed results breakdown
Conversion rate
-9.9%
Revenue per visitor
+7.9%
Average order value
+19.7%
Orders
-10.1%
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30,000+ Monthly sessions.
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Other experiments we've run
Homepage
Positive signal
Best Sellers Below the Homepage Hero Show a 16.9% Conversion Rate Lift
The best-selling category moved to the first spot below the homepage hero, with other categories ranked by performance. See how it changed conversions.
+16.9% Conversion rate
Collection Page (PLP)
Loss Prevented
A Lighter Collection Page Background Cuts Conversion Rate 3.2%
The collection page background was lightened so product images would stand out more. Clicks held steady, but sales fell. Here's what testing showed.
-3.2% Conversion rate
Homepage
Loss Prevented
Moving Shop by Category Below the Homepage Hero Cuts Conversion Rate 6.2%
The Shop by Category section moved up to sit directly under the homepage hero. Conversion fell, and testing showed the cost.
-6.2% Conversion rate