Variant names under colour swatches on product cards: +4.87% CR
Test run byBlend CommerceCRO agency
Commentary byLiftArchiveOur analysis, not theirsShowing the selected variant's name under the colour circles on Azuna's collection product cards lifted conversion rate by 4.87%.
Blend Commerce ran this A/B/C test for the home fragrance and odour eliminator brand.
Revenue per visitor rose 4.62% and subscription revenue per visitor 4.85%.
- Conversion rate: +4.87% for the names-only variant against control.
- Revenue per visitor: +4.62%, in line with the conversion gain.
- Subscription revenue per visitor: +4.85%, so subscribers responded as well as one-off buyers.
- Add-to-cart rate: +1.12%. Blend estimated about 1,959 extra orders a month.
- The second variant (names plus wider spacing) also won, but by less: +2.81% conversion and +3.48% revenue per visitor.
The change
The selected variant's name appears under the colour circles on each card.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Each product card on the collection page showed colour circles for the variants, with no text naming them.
Variant
The same colour circles, with the name of the selected variant shown beneath and updating when a shopper tapped a different circle. A second variant also spaced the circles further apart.
Why it likely won
Our reading of the result, not the practitioner's claim.
- A colour circle alone does not tell shoppers which scent or option they picked, so a name removes doubt.
- Instant feedback after a tap confirms the choice without opening the product page.
- Spacing the circles apart added little on top of the names, which suggests clarity was the main driver.
Caveats: The source does not share sample size, test duration or confidence level. The extra-orders figure is Blend's estimate.
Who ran it
Blend Commerce ran this test for Azuna and published the results (Blend Commerce A/B test). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Blend Commerce →
How to run this test on your store
- Hypothesis
- If we show the selected variant's name under the swatches on product cards, then more shoppers will buy, because they can confirm what they picked without guessing from a colour.
- Primary metric
- Conversion rate
- Guardrails
- Revenue per visitor
- Add-to-cart rate
- Return or exchange rate for wrong variant
- Who should test it
- Stores whose collection cards let shoppers pick variants by colour, especially where colours stand for scents, flavours or other options that are not obvious. It is less useful when colour swatches already match the real product colour.
Questions
Should colour swatches have text labels?
When a colour stands for something like a scent, a label helps.
In Azuna's test, adding the selected name under the circles lifted conversion by 4.87%.
Does swatch spacing matter on product cards?
It mattered less than labels here. The version with wider spacing and names gained less than names alone.
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