# Expanding all product options on mobile: about -4% conversions

- Outcome: Lost
- Page type: Product page (Ecommerce)
- Elements: Variant, size & option selectors
- Date shared: 2016-01
- Test run by: [Conversion Fanatics](https://liftarchive.com/practitioners/conversion-fanatics/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://conversionfanatics.com/use-this-trick-to-increase-mobile-conversions/
- Page: https://liftarchive.com/test/cf-mobile-expand-all-product-options-lost/

Showing every product option group fully expanded on mobile lost by about 4% in mobile conversions, after leading by over 40% early in the test. Conversion Fanatics ran this test for an ecommerce store that gets over half its orders on mobile. A follow-up that expanded only the key options later won.

## Result

**about -4% conversions**

- Mobile conversions: about -4% against the control. This test lost.
- Early in the test the variant was ahead by more than 40%, then the lead faded away.
- No sample size, duration or confidence level was shared.

## Control

On mobile, shoppers had to tap to open each option group, such as size and color, before they could choose.

## Variant

All option groups were shown fully expanded, so no tap was needed to see the choices.

## Why it likely lost (our reading)

- Expanding every option makes the page much longer, which can push the buy button down on a phone.
- Showing all choices at once may feel like more work, even though it saves taps.
- The early lead was likely noise. Small early samples swing a lot, which is why tests need to run their full course.

## Caveats

No sample size, duration or confidence level was shared. The case is a reminder that early leads often fade.

## How to run this test

- Hypothesis: If we show all product options expanded on mobile, then more shoppers will buy because they skip the taps needed to open each group.
- Primary metric: Mobile conversion rate
- Guardrail: Scroll depth to add to cart
- Guardrail: Mobile revenue per visitor
- Guardrail: Add-to-cart rate
- Who should test it: Stores with only one or two short option groups, where expanding them barely adds length. With many options, test expanding only the key ones instead.

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Credit: Conversion Fanatics ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/cf-mobile-expand-all-product-options-lost/).
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.