Tabbed buy box with a 'Best Value' bundle tab: +2% AOV
Commentary byLiftArchiveOur analysis, not theirsA tabbed buy box that gave a buy-3-for-2 bundle its own 'Best Value' tab raised average order value from $102.63 to $104.74, about 2%.
Anatta ran this A/B test for a DTC brand on headless Shopify, and it was published as a Convert case study.
Anatta's Bayesian model put the chance of a real positive effect at 97.6%.
- Average order value: $102.63 to $104.74, about +2% (+$2.11 per order).
- Probability of a positive effect: 97.6%.
- The 94% credible range for the lift was $0.03 to $4.25 per order, so the true gain could be close to zero.
- New customers were much more likely than returning ones to take the bundle.
The change
Variant swaps the single-product default for tabs with a bundle builder.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The product page led with a single product variant. The more profitable bundle offer was easy to overlook.
Variant
A mobile-friendly, all-in-one buy box with two tabs: the single product, and a 'Best Value' tab that opens a buy-3-for-2 bundle builder.
Why it likely won
Our reading of the result, not the practitioner's claim.
- The bundle had the best economics, but the old page buried it. A tab put it next to the single option at the moment of choice.
- Much of the paid traffic was on mobile, where a buried offer is easy to miss. The new buy box was built for mobile first.
- New customers, who were most open to the bundle, now saw it without hunting for it.
Caveats: Only 15% of traffic saw the variant (6,144 vs 34,730 visitors) over 25 days. Wholesale orders, outliers and orders under $20 were removed, and the source's projection of about $1.27M a year assumes conversion rate stays the same.
Who ran it
Anatta ran this test for a DTC brand on headless Shopify with a 'buy 3 for 2' bundle and published the results (Convert.com case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Anatta →
How to run this test on your store
- Hypothesis
- If we put the bundle in its own tab inside the buy box, then average order value will rise because shoppers see the better-value option before they add to cart.
- Primary metric
- Average order value
- Guardrails
- Conversion rate
- Revenue per visitor
- Bundle take rate by new and returning customers
- Who should test it
- Stores with a strong multi-buy or bundle offer that is hidden below a single-product default. If your bundle is already the default, or your products are not bought in multiples, expect little.
Questions
How do I get more shoppers to choose a bundle?
Put the bundle where people make their choice, next to the single option, and label the value clearly.
Here a 'Best Value' tab in the buy box raised average order value.
Is a 2% AOV lift worth testing for?
It can be at scale. A small per-order gain adds up across many orders, but check that conversion rate does not drop.
Is it safe to send only a small share of traffic to a variant?
It limits business risk but makes results noisier.
Expect a wider range of likely outcomes and plan a longer test.
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