'Help me choose' scent lightbox: +11% orders on desktop
Test run byConversion FanaticsCRO agency
Commentary byLiftArchiveOur analysis, not theirsAdding a 'help me choose' link that opens a lightbox describing each scent lifted completed orders by 11% and revenue per visitor by 24% on desktop.
Conversion Fanatics ran this A/B test for an online men's grooming store selling a multi-scent bundle, and it was published as a Convert case study. On mobile, a simpler variant won instead.
- Completed orders on desktop: +11%.
- Revenue per visitor on desktop: +24%.
- On mobile this variant did not win. A short 'Smells Like:' recap next to the dropdown did better there.
The change
Variant adds a 'help me choose' link that opens a scent guide.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The bundle page with a scent dropdown. Scent details were on the page, but a poll showed shoppers still struggled to pick.
Variant
A 'help me choose' link near the dropdown that opens a lightbox describing each scent, with a quick way to choose.
Why it likely won
Our reading of the result, not the practitioner's claim.
- The poll showed choosing a scent was the most common blocker. The lightbox answered that question directly.
- Desktop visitors have room for a lightbox with more detail, so the extra guidance fit the screen.
- On small screens, a short summary next to the dropdown is quicker than opening a lightbox.
Caveats: Small sample: about 2,000 visitors per variant over 15 days, in a three-way split with paid and social traffic. Results differed by device.
Who ran it
Conversion Fanatics ran this test for an online store selling a multi-scent product bundle and published the results (Convert.com 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 add a 'help me choose' guide for product options, then more visitors will buy because the choice no longer stops them.
- Primary metric
- Completed orders, by device
- Guardrails
- Revenue per visitor
- Lightbox open and close rate
- Mobile conversion rate
- Who should test it
- Stores where shoppers must pick between options that are hard to judge online, such as scents, flavours or shades. Test mobile and desktop separately, since a lighter summary may suit mobile better.
Questions
How do I help shoppers choose between product options?
Ask them first, with a short poll, what stops them.
Then answer that doubt right next to the option picker.
Should I run the same test on mobile and desktop?
Run it on both, but read the results separately.
In this test the winning version was different on each device.
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