E-commerce product category page A/B test example

16.1% lift in sales conversion rate

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Category pages are a prime testing opportunity. These pages show the breadth and range of your products and are an important component of your prospects’ journey to find the products they need.

Category pages need to convey a lot of information and you need to find the right balance for your site. Your visitors will be scanning, looking for the information they need to choose products to explore in more detail.

We helped SpinLife, an online retailer of wheelchairs, electric scooters and other home medical products, strike the right balance on their category pages through a series of conversion optimization tests.

In one test, a variation presented the categories in a grid pattern, which is a typical approach for many ecommerce sites. The second variation showed categories in a stacked list view. Which one do you think won?

E-commerce category page conversion optimization variation A
Grid view test variation
E-commerce category page conversion optimization variation B
Stacked list view test variation

Controlled test results

The split test results showed the list view brought SpinLife a 16.1% lift in sales conversion rate. Some of the reasons for its success include making it easier for people to scan – and compare – the price range of each category. The new layout also allowed room for a column of “best sellers” on the right.

But remember, just because the list view brought SpinLife more sales, doesn’t mean it will work for your site. In another test WiderFunnel ran for eBay, for example, the winning variation was a tiled view. There are enough variables that can impact that there’s no one guaranteed “best” approach. The only “best practice” is a “test practice.”