Talk to a humanProduct 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.
A Search Bar Above Product Images Cuts Conversion Rate 4.2%
Goal
Conversion rate
Result
-4.2% Conversion rate
Category
Product Page (PDP)
Outcome
Loss Prevented
Before
After
If we add a search bar above the product images on product pages, then conversion rate will increase because shoppers can find alternative or complementary products without leaving the page.
What We Changed
- Added a search bar to product pages, directly above the product images.
- Let shoppers search for alternative or complementary products without leaving the page.
The Results
How the new version compared with the original, across all devices.
-4.2%
Conversion rate
-6.2%
Revenue per visitor
-4.9%
Orders
Key Learnings
- Conversion rate fell 4.2% and revenue per visitor 6.2%, so the search bar likely pulled shoppers away from buying.
- The original had a 76.9% probability of performing better over 21 days.
- Almost all of the 40,182 visitors were on mobile, so the result reflects mobile shoppers.
- The result didn't reach significance, but conversion rate, revenue per visitor, orders and order value all fell.
Detailed results breakdown
Conversion rate
-4.2%
Revenue per visitor
-6.2%
Orders
-4.9%
Average order value
-2.0%
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-13.5% Conversion rate
Product Page (PDP)
Inconclusive
Advertising Free Socks With Shoe Purchases Makes No Clear Difference to Conversion Rate
Every shoe order already came with free socks, but few shoppers knew. The product page now said so next to add-to-cart, and the socks went into the cart automatically.
-0.6% Conversion rate
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