Kit page rework with radio buttons and 'Buy Now': +35.4% sales
Test run byConversion FanaticsCRO agency
Commentary byLiftArchiveOur analysis, not theirsA reworked kit page redesign lifted sales by 35.4% and revenue per visitor by over 41% against the original.
Conversion Fanatics ran this test for a dermatologist-created luxury skincare brand, after a first redesign lost.
The version bundled several changes, so the gain belongs to the whole page.
- Sales: +35.4% against the original page.
- Revenue per visitor: over +41%.
- The first redesign without these fixes lost by a large margin.
- The test was still running when the results were published. No sample size or confidence level was shared.
The change
Redesign reworked: product-name headline, radio buttons and 'Buy Now' replace three separate kits.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The original kit page listed three skin-type kits, each with its own buy button. It showed no social proof and no price.
Variant
The earlier redesign was kept but reworked. The headline became the product name with benefits, radio buttons replaced the skin-type dropdown, and the button text changed from 'Add to Bag' to 'Buy Now'.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Radio buttons show all three skin types at once, so shoppers can compare and choose without opening a menu.
- Naming the product in the headline tells shoppers right away what they are looking at.
- 'Buy Now' makes the next step plain.
- The redesign's proof, video and visible price may have helped once the choice was easier.
Caveats: Several changes shipped together, and this version also carried the full redesign, so no single element can take the credit. The test had not finished when published, and no sample size was shared.
Who ran it
Conversion Fanatics ran this test for a luxury dermatologist-created skincare brand and published the results (Conversion Fanatics blog case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Conversion Fanatics →
How to run this test on your store
- Hypothesis
- If we name the product in the headline, show product versions as radio buttons and use clear button text, then more shoppers will buy because choosing and acting are easier.
- Primary metric
- Revenue per visitor
- Guardrails
- Conversion rate
- Average order value
- Checkout abandonment
- Who should test it
- Stores selling one product in a few versions, especially at a high price. If you only sell one version, the radio button part won't apply.
Questions
Are radio buttons better than dropdowns for product options?
They show every choice at once, which helps when there are only a few.
In this test the switch was part of a package that lifted sales 35.4%.
Does 'Buy Now' convert better than 'Add to Bag'?
It can make the next step clearer. Here it changed with other elements, so its own effect is unknown.
Can a losing test lead to a winner?
Yes. This page came from fixing the weak spots of a redesign that had lost by a large margin.
Similar tests
@oliverkenyon@oliverkenyon@oliverkenyon@oliverkenyon@oliverkenyon@oliverkenyon