# 'New' badge on product cards: +11.7% conversion rate (not significant)

- Outcome: Flat / inconclusive
- Page type: Collection page (Ecommerce)
- Elements: Bestseller badges & product labels, Product cards & quick add
- Test run by: [Clean Commit](https://liftarchive.com/practitioners/clean-commit/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://cleancommit.io/ab-tests/adding-new-badges-across-product-listings/
- Page: https://liftarchive.com/test/cc-adding-new-badges-across-product-listings/

Adding a 'New' badge to recently added products raised conversion rate by 11.7% and orders by 9.9%, but the result was not statistically significant. Clean Commit ran this test for an anonymized Shopify store and published it in its A/B test library. We count it as inconclusive: average order value fell and most of the gain came from a small desktop sample.

## Result

**+11.7% conversion rate (not significant)**

- Conversion rate: +11.7%, and orders: +9.9%. Positive but not significant.
- Revenue per visitor: +4.1% only, because average order value fell 6.8%.
- Click-through rate: +1.8%, a small move on the test's main metric. Bounce rate fell 7.2%.
- Desktop conversion rose 40.4%, but on just 2,037 desktop visitors, so that figure is unreliable.

## Control

Product cards showed no label for new products.

## Variant

Recently added products got a 'New' badge on product cards everywhere they appeared: collection pages, featured sections and search results.

## Why it likely came out this way (our reading)

- A newness label gives returning shoppers a reason to look at products they haven't seen.
- New items may be cheaper or smaller add-ons, which could explain the lower order value.
- The click lift was small, so the badge may not have changed browsing much; the sales gain may be partly noise.

## Caveats

The test ran 17 days on 8,090 visitors and was not significant; the agency called it a positive signal. Most of the gain came from 2,037 desktop visitors, and average order value fell.

## How to run this test

- Hypothesis: If we label recently added products as 'New' on product cards, then more shoppers will click and buy because newness draws attention.
- Primary metric: Conversion rate
- Guardrail: Average order value
- Guardrail: Revenue per visitor
- Guardrail: Click-through rate from listings
- Who should test it: Stores that add products often and have many repeat visitors. If you rarely launch new products, or only a handful carry the badge, the effect will be hard to see.

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Credit: Clean Commit ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/cc-adding-new-badges-across-product-listings/).
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.