# Tabbed buy box with a 'Best Value' bundle tab: +2% AOV

- Outcome: Won
- Page type: Product page (Ecommerce)
- Elements: Bundles & quantity breaks, Variant, size & option selectors
- Test run by: [Anatta](https://liftarchive.com/practitioners/anatta/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://www.convert.com/case-studies/anatta-full-stack/
- Page: https://liftarchive.com/test/anatta-pdp-tabbed-buy-box-best-value-bundle/

A 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%.

## Result

**+2% AOV**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Conversion rate
- Guardrail: Revenue per visitor
- Guardrail: 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.

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Credit: Anatta ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/anatta-pdp-tabbed-buy-box-best-value-bundle/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.