Gift set badges on listing and product pages: higher transaction rate
Commentary byLiftArchiveOur analysis, not theirsAdding badges to products that were also available as part of a gift set improved the transaction rate, though no figure was shared.
Clarins UK ran the test on its product listing and product pages, and it was published as a VWO case study.
The team counts it among its most successful tests.
- Transaction rate: improved, but no percentage was shared.
- Awareness of gift sets also rose, according to the source.
- Without figures or a sample size, we can't judge how large or reliable the lift was.
The change
The variant badges products that are also sold in a gift set.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Product listing and product pages showed no sign that an item was available in a gift set.
Variant
A badge marked products that were available as part of a gift set, on both the product listing and product pages.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Gift sets often offer better value, and the badge made that option visible to shoppers who would not have looked for it.
- Beauty buyers often shop for gifts, so a gift set cue matches their intent.
- A badge on the listing page catches shoppers early, before they commit to a single item.
Caveats: The source says the transaction rate improved but gives no figure, sample size, duration or significance level.
Who ran it
Clarins ran this test for Clarins and published the results (VWO case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Clarins →
How to run this test on your store
- Hypothesis
- If we badge products that are available in a gift set, then more visitors will buy because they discover a better-value or more giftable option.
- Primary metric
- Transaction rate
- Guardrails
- Average order value
- Click-through from listing to product pages
- Share of gift set sales
- Who should test it
- Beauty, fragrance and other giftable brands that sell sets alongside single items. Stores without sets, or with few gift buyers, have little to badge.
Questions
Do product badges increase conversions?
Relevant badges can. Clarins UK saw a higher transaction rate after badging items available in gift sets, though no figure was shared.
Where should gift set badges appear?
Clarins UK showed them on both listing and product pages, so shoppers saw the option early and again at the point of decision.
What should I measure when promoting gift sets?
Track transaction rate and average order value, plus how many orders include a set.
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