Expanded key product options on mobile: +36.6% mobile conversions
Test run byConversion FanaticsCRO agency
Commentary byLiftArchiveOur analysis, not theirsShowing only the key option groups already expanded, with easier-to-tap styling, lifted mobile conversions by 36.6% and mobile revenue per visitor by 6.4%.
Conversion Fanatics ran this test for an ecommerce store that gets over half its orders on mobile.
It was a second try after a version that expanded every option lost.
- Mobile completed purchases: +36.6%.
- Mobile revenue per visitor: +6.4%. The smaller gain suggests more orders, possibly at a lower average value.
- An earlier version that expanded all options lost by about 4%, so how much you expand matters.
- No sample size, duration or confidence level was shared.
The change
Key option groups open by default with easier-to-tap styling.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
On mobile, shoppers had to tap to open each option group, such as size and color, before they could choose. That meant several taps before adding to cart.
Variant
Only the key option groups were shown already open. The choices were restyled to be easier to see and tap.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Fewer taps to choose an option means less friction on a small screen.
- Opening only the key groups keeps the page short, unlike expanding everything.
- Restyled choices are easier to read and tap with a thumb.
Caveats: No sample size, duration or confidence level was shared. The same agency seems to describe this test in a later post with different numbers (+45% new orders, +12.7% revenue per visitor), so the exact lift is uncertain.
Who ran it
Conversion Fanatics ran this test for an ecommerce store with over half its orders on mobile 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 show the most-used product options already expanded and easy to tap on mobile, then more mobile shoppers will buy because choosing takes fewer taps.
- Primary metric
- Mobile conversion rate
- Guardrails
- Mobile revenue per visitor
- Average order value
- Wrong-size returns
- Who should test it
- Stores with several option groups, like size and color, and a lot of mobile traffic. If your products have one option or none, there is little to gain.
Questions
Should product options be expanded by default on mobile?
Expanding the key ones worked here, with mobile conversions up 36.6%.
Expanding every option lost in an earlier test, so be selective.
Which product options should I show expanded?
Start with the ones nearly every shopper must choose, such as size.
Leave rarely changed options collapsed to keep the page short.
What should I do after a test loses?
Look at why it lost and try a narrower version.
This winner came from refining a losing test.
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