# Cross-sell pop-up for a complementary item: +13% AOV, inconclusive

- Outcome: Flat / inconclusive
- Page type: Product page (Ecommerce)
- Elements: Upsells & cross-sells, Popups & email capture
- 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/enhancing-aov-with-cross-sell-pop-up-recommendations/
- Page: https://liftarchive.com/test/cc-enhancing-aov-with-cross-sell-pop-up-recommendations/

Showing a pop-up that suggested a complementary product came with a 13.0% rise in average order value and a 29.0% rise in revenue per visitor. Clean Commit ran this test for an anonymized Shopify store and published it in its A/B test library. With a 75.6% probability of winning on order value and no significant results, we treat it as inconclusive.

## Result

**+13% AOV, inconclusive**

- Average order value, the primary metric: +13.0%, with a 75.6% probability of beating the original. Not significant.
- Revenue per visitor: +29.0%, from both more orders and bigger ones.
- Orders: +15.4%, and conversion rate: +6.5%, so the pop-up did not appear to put buyers off.
- Add-to-cart rate: +7.0%.

## Control

Shoppers saw no prompt to add a second, related product.

## Variant

A pop-up suggested a complementary product and invited shoppers to add it to their cart.

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

- A well-matched add-on reminds shoppers of something they may need with their main item.
- A pop-up is hard to miss, unlike a cross-sell row lower on the page.
- Nearly all visitors were on desktop, where a pop-up is less disruptive than on a phone.

## Caveats

The test ran for 62 days but had only 5,921 visitors, almost all on desktop, and no metric reached significance. Mobile results may differ.

## How to run this test

- Hypothesis: If we suggest a complementary product in a pop-up, then average order value will rise because shoppers add an item that goes with what they are buying.
- Primary metric: Average order value
- Guardrail: Conversion rate
- Guardrail: Mobile bounce rate
- Who should test it: Stores with clear add-ons, such as accessories, refills or matching items. If products don't pair naturally, a pop-up is likely to annoy more than help.

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Credit: Clean Commit ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/cc-enhancing-aov-with-cross-sell-pop-up-recommendations/).
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.