The Client
The test ran in March of 2022.
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
For a D2C jewelry catalog, a 5.2% transaction lift on a single portal page is meaningful, and our conversion rate benchmarks help put a number like that in context against the rest of the category.
Most CRO agencies tweak; we rebuilt this jewelry brand’s portal-style category pages into direct galleries and uncovered idle D2C revenue.