# Expanded key product options on mobile: +36.6% mobile conversions

- Outcome: Won
- 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-key-product-options/

Showing 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.

## Result

**+36.6% mobile conversions**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Mobile revenue per visitor
- Guardrail: Average order value
- Guardrail: 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.

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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-key-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.