# Build-your-own box options on product page: +35% conversion

- Outcome: Won
- Page type: Product page (Ecommerce)
- Elements: Variant, size & option selectors, Subscriptions & subscribe-and-save, Bundles & quantity breaks
- Date shared: 2018-04
- Test run by: [Conversion Fanatics](https://liftarchive.com/practitioners/conversion-fanatics/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://conversionfanatics.com/improving-product-selection-increase-conversions-35/
- Page: https://liftarchive.com/test/cf-clothing-custom-box-product-options/

Giving shoppers more ways to build their own box lifted conversion from 1.75% to 2.36%, a 35% gain. Conversion Fanatics ran this test for a clothing company selling custom boxes. Several selection changes went live together, so the lift belongs to the new product page as a whole, not to one option.

## Result

**+35% conversion**

- Conversion rate: 1.75% to 2.36%, a 35% lift in completed orders.
- Revenue per visitor: up 30%, so the extra orders were not just cheaper ones.
- Cart click-through: up 72%, which shows more shoppers moved past the product page.
- 44 extra sales and $2,118 in extra revenue during the test. The agency projected over $75,000 a year, which is an estimate, not a measured result.

## Control

A simple product page with one large image. Shoppers could only choose a size and whether to subscribe.

## Variant

The page highlighted a build-your-own box. Shoppers picked from two styles, chose a quantity, chose a size with a size chart in a lightbox, and picked monthly or one-time purchase.

## Why it likely won (our reading)

- Choosing a style and quantity can make the box feel personal, which may raise intent to buy.
- A size chart close to the size picker likely cut doubt about fit, a common reason clothing shoppers stall.
- Showing monthly and one-time side by side may have helped shoppers who were not ready to commit to a subscription.
- A clearer, more guided page probably made the next step obvious, which fits the large jump in cart clicks.

## Caveats

The test ran for just under two weeks and several selection changes shipped together. No sample size or confidence level was shared.

## How to run this test

- Hypothesis: If we let shoppers build their box with style, quantity, size and purchase-type choices, then more will order because the product feels tailored and fit doubts are answered on the page.
- Primary metric: Completed orders per visitor
- Guardrail: Revenue per visitor
- Guardrail: Return or exchange rate
- Guardrail: Subscription cancellation rate
- Who should test it: Stores selling configurable boxes, kits or bundles, especially apparel where fit matters. It probably won't help a single-SKU product with no real choices to offer.

---

Credit: Conversion Fanatics ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/cf-clothing-custom-box-product-options/).
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.