# Kit page rework with radio buttons and 'Buy Now': +35.4% sales

- Outcome: Won
- Page type: Product page (Ecommerce)
- Elements: Variant, size & option selectors, Headlines, product titles & copy, Add-to-cart & CTA buttons
- Date shared: 2017-01
- Test run by: [Conversion Fanatics](https://liftarchive.com/practitioners/conversion-fanatics/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://conversionfanatics.com/why-a-losing-test-isnt-a-loser-costing-you-35-percent-increases/
- Page: https://liftarchive.com/test/cf-luxury-skincare-kit-page-redesign-iteration/

A 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.

## Result

**+35.4% sales**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Conversion rate
- Guardrail: Average order value
- Guardrail: 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.

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Credit: Conversion Fanatics ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/cf-luxury-skincare-kit-page-redesign-iteration/).
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.