Background

Repeat Undies, a sustainable underwear brand, wanted to optimize the presentation of their bundle offers on their product pages. They hypothesized that reversing the order of the bundles section—displaying the most expensive bundle first instead of the cheapest—could influence customer behavior and increase sales of higher-priced bundles.

The Challenge

Repeat Undies aimed to determine if showing the most expensive bundle first would drive more revenue and higher average order value. The previous layout presented the cheapest bundle first, and the company wanted to explore whether leading with the higher-priced option would encourage customers to choose more premium bundles.

Hypothesis

The hypothesis was that by showing the most expensive bundle first, customers would be more inclined to consider the higher-priced options, ultimately increasing the average order value and total revenue.

The Test

Using Elevate A/B Testing, Repeat Undies ran a product page test to compare two versions of the bundle section:

• Control: The cheapest bundle was shown first on the product page.
• Variation: The most expensive bundle was shown first on the product page.

Experiment Goal: Revenue Per Visitor
Total Visitors: 26,445
Test Duration: 54 days and 13 hours

Results

• Unique Visitors:
  • Control: 13,302
  • Variation: 13,143
• Total Revenue:
  • Control: €47,107.00
  • Variation: €50,464.45
• Revenue Per Visitor:
  • Control: €3.54
  • Variation: €3.84
• Conversion Rate:
  • Control: 5.6%
  • Variation: 5.74%
• Total Conversions:
  • Control: 745 orders
  • Variation: 753 orders

Analysis

The variation, where the most expensive bundle was shown first, outperformed the control in several key areas:

• Revenue Per Visitor: The variation generated €3.84 per visitor, compared to €3.54 for the control, showing a significant increase in the amount of revenue generated per visitor.
• Conversion Rate: The variation also had a slightly higher conversion rate of 5.74%, compared to 5.6% for the control, indicating that the new layout helped to drive more conversions.
• Total Revenue: The variation produced €50,464.45 in total revenue, outperforming the control, which generated €47,107.00.

These results indicate that showing the most expensive bundle first led to an increase in both the average order value and total revenue. Customers were more likely to consider higher-priced bundles when they were presented first, making the variation the winning strategy for maximizing sales and revenue.

Conclusion

The A/B test at Repeat Undies confirmed that reversing the order of the bundles section to display the most expensive bundle first significantly improved revenue and conversion rates. This new layout helped customers focus on premium offerings, leading to a higher average order value and overall revenue increase.

Repeat Undies can now confidently implement this layout across their product pages, knowing that it encourages customers to select more premium bundles and maximizes sales.