# Reordered mobile hat customizer: +15.1% CR, not significant

- Outcome: Flat / inconclusive
- Page type: Product page (Ecommerce)
- Elements: Variant, size & option selectors, Add-to-cart & CTA buttons
- 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/enhanced-customization-flow/
- Page: https://liftarchive.com/test/cc-enhanced-customization-flow/

Reordering the mobile hat customizer, adding placeholder preview text and moving the add-to-cart button up lifted conversion rate by 15.1%, but the result was not statistically significant. Clean Commit ran this test for a Shopify hat and apparel store and published it in its A/B test library, where it was labeled a positive signal. On 6,838 visitors the variant had a 91.2% chance of beating the original, so we count it as inconclusive.

## Result

**+15.1% CR, not significant**

- Conversion rate: +15.1%, with a 91.2% probability of beating the original. Not significant.
- Add-to-cart rate: +8.3%, and orders +12.9%. Mobile conversion rose 12.8%.
- Revenue per visitor: +9.4%.
- Average order value: -4.9%. Slightly negative, which trimmed the revenue gain.

## Control

The mobile hat customizer used its original step order, and the preview stayed empty until shoppers typed their text.

## Variant

Steps were reordered to hat color, then thread color, then text, and the preview showed placeholder text by default. The Add to Cart button moved up, above the bulk code badge and in line with the quantity selector.

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

- Choosing the hat color first matches how people think about a custom hat, so each step may have felt more natural.
- Placeholder text shows what the finished product will look like before shoppers commit to typing.
- Putting Add to Cart next to quantity makes the final step easier to reach on a small screen.

## Caveats

Three changes were tested together, so the lift can't be credited to any one of them. With 6,838 visitors the test did not reach significance, and duration was not shared.

## How to run this test

- Hypothesis: If we order customizer steps the way shoppers choose, show a placeholder preview and move Add to Cart within reach, then add-to-cart rate will rise because the flow is clearer and the next step is obvious.
- Primary metric: Add-to-cart rate
- Guardrail: Conversion rate
- Guardrail: Average order value
- Guardrail: Customizer completion rate
- Who should test it: Stores selling personalized products with a multi-step customizer, especially on mobile. It won't apply to stores without a configurator, and low-traffic stores may need a long run to reach significance.

---

Credit: Clean Commit ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/cc-enhanced-customization-flow/).
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.