One-replacement rule shown early on BODYGUARDZ page: +2.44% purchases
Commentary byLiftArchiveOur analysis, not theirsTelling shoppers about the one-replacement-per-order rule on the BODYGUARDZ replacements page, instead of only in the cart, lifted successful purchases by 2.44% over 20 days.
Wingify Services ran this test for BODYGUARDZ, and it was published as a VWO case study.
The page was also decluttered at the same time, so the result covers both changes together.
- Successful purchases: +2.44% relative lift over 20 days, across all devices.
- No sample size or confidence level was shared.
- The new replacements page went live on the BODYGUARDZ site.
The change
The variant shows the one-per-order rule on the page once an item is added, and drops the clutter.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The eligible replacements page did not mention that only one replacement can be bought per order. Shoppers found out in the cart, and the page had redundant text and static images.
Variant
The rule appeared on the replacements page as soon as a shopper added the first item to the cart. Clutter and irrelevant text were also removed.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Learning about a limit late, in the cart, can feel like a trap. Shown early, it sets expectations before the shopper invests effort.
- Shoppers who know the rule are less likely to build a cart they then have to fix.
- Removing clutter makes the important message easier to notice.
Caveats: The rule notice and the decluttering shipped together, so neither can be credited alone. No sample size or significance was shared, and the results are vendor-reported.
Who ran it
VWO ran this test for BODYGUARDZ and published the results (VWO case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on VWO →
How to run this test on your store
- Hypothesis
- If we show a purchase limit at the moment a shopper adds their first item, rather than in the cart, then more will finish checkout because they won't hit a surprise rule late.
- Primary metric
- Completed purchases
- Guardrails
- Cart abandonment rate
- Support contacts about order limits
- Who should test it
- Stores with purchase limits or eligibility rules, such as one item per order, replacement programs or restricted products. If you have no such rules, this does not apply.
Questions
Where should I tell shoppers about order limits?
As early as the limit becomes relevant, such as when they add the first item.
Waiting until the cart can surprise and frustrate them.
Does removing page clutter help conversions?
It can, mainly by making key messages easier to see.
In this test, decluttering shipped with the rule notice, so its separate effect is unknown.
Similar tests
Clean Commit
@joshtCRO