Jewelry TV Case Study: 5.2% More Sales with Portal Page Optimization

Last Updated: May 11, 2026 | Reviewed by Devon Cox, President, ConversionTeam

The Client

The test ran in March of 2022. 

Redesigning portal-style category pages into direct product galleries surfaces large unrealized gains on D2C ecommerce - exactly the test rigor that distinguishes the top-rated CRO agencies from generalist agencies.

This TV shopping network is a leader in the direct-to-consumer (D2C) jewelry market. It hired ConversionTeam in 2019 to increase the conversion rate via the Iterate Program.

The Business Need

The client has had success with a 2-level category page approach where there is a portal page and then a traditional gallery page with subcategories therein. Contrary to popular belief, this portal page was increasing conversion (proved via another ConversionTeam test), so the next step was to determine if the page could be optimized further by adding bestselling products.

Portal page detail

Note: CTA is to subcategory only

Solution

Add best-selling products under CTA.

Test Variation

Results

The test version was a strong winner, up 5.2% for transactions at 97% confidence.  Revenue was also up substantially, though our analysts know from experience that this is most likely a sample size effect and not an actual improvement of AOV in the 30% range.

The client incorporated this learning into their design roadmap and will be releasing new category pages based on them.

Overall data