# Pill-style subcategory links on collection pages: +5.42% conversion

- Outcome: Won
- Page type: Collection page (Ecommerce)
- Elements: Filters, sorting & site search, Navigation & mega menus
- Test run by: [Blend Commerce](https://liftarchive.com/practitioners/blend-commerce/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://blendcommerce.com/blogs/ab-tests-shopify/utilising-story-widgets-on-collection-pages
- Page: https://liftarchive.com/test/azuna-collection-pill-subcategory-widgets/

Adding pill-style subcategory shortcuts to the top of collection pages raised conversion rate by 5.42% for Azuna, an odor eliminator brand. Revenue per visitor rose 5.88% and subscription revenue per visitor rose 16.73%. Blend Commerce ran this A/B/C test in Intelligems over two weeks, and a card-style version also won but by less.

## Result

**+5.42% conversion**

- Conversion rate: +5.42% for the pill version.
- Revenue per visitor: +5.88%.
- Subscription orders per visitor: +14.95%, and subscription revenue per visitor: +16.73%.
- The card-style version also won, but by less: +2.56% conversion and +3.02% revenue per visitor.
- Intelligems estimated about 614 extra orders a month for pills, versus about 286 for cards.

## Control

Collection pages had no subcategory shortcuts. Shoppers browsed the full product grid.

## Variant

A row of pill-shaped subcategory links sat at the top of collection pages. A third arm tested card-style links, styled like social media stories.

## Why it likely won (our reading)

- Too many products on one page can feel like a lot. Subcategory shortcuts help shoppers narrow down fast.
- Pills read clearly as filters. The agency suspects the story-style cards looked like something shoppers had already tapped, so some skipped them.
- The shortcuts may have led more people to subscription products, which explains the large subscription gains.

## Caveats

The test ran for two weeks. Sample size and confidence level were not shared.

## How to run this test

- Hypothesis: If we add pill-style subcategory links at the top of collection pages, then conversion rate will rise because shoppers can narrow a large range in one tap.
- Primary metric: Conversion rate
- Guardrail: Revenue per visitor
- Guardrail: Subscription revenue per visitor
- Guardrail: Average order value
- Who should test it: Stores whose collection pages mix several product types or uses. It will probably do little on small collections where shoppers can see everything at a glance.

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Credit: Blend Commerce ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/azuna-collection-pill-subcategory-widgets/).
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.