# Variant names under colour swatches on product cards: +4.87% CR

- Outcome: Won
- Page type: Collection page (Ecommerce)
- Elements: Variant, size & option selectors, Product cards & quick add
- 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/improving-variant-visibility-on-collection-pages
- Page: https://liftarchive.com/test/azuna-collection-variant-names/

Showing 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%.

## Result

**+4.87% CR**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Revenue per visitor
- Guardrail: Add-to-cart rate
- Guardrail: 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.

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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-variant-names/).
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.