One hat customizer with an orientation toggle: +12.6% conversion
Test run byClean CommitCRO agency
Commentary byLiftArchiveOur analysis, not theirsMerging two separate hat customizers into one, with a three-option text orientation toggle, showed a 12.6% lift in conversion rate and a 16.7% lift in revenue per visitor.
Clean Commit ran this test for an anonymized Shopify store selling custom hats.
No sample size or probability was shared, so we count it as inconclusive.
- Conversion rate rose 12.6%. The source lists this figure as revenue per visitor in one place, so treat it with care.
- Revenue per visitor rose 16.7%, and revenue rose 15.08%.
- Add-to-cart rate rose 6.4%, and average order value rose 2.2%.
- Click-through rate fell 7.0%.
- Overall: inconclusive. The source labels it a positive signal, but without significance data.
The change
Two separate customizers become one, with a toggle for text orientation.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Upside-down and right-side-up hats had separate customizers and collections. Shoppers had to pick a path before customizing.
Variant
One merged customizer handled both styles. A toggle with three options let shoppers set the text orientation on the product page.
Why it likely came out this way
Our reading of the result, not the practitioner's claim.
- Fewer separate paths means shoppers do not have to make a choice before they start customizing.
- A toggle lets shoppers compare orientations in place instead of jumping between pages.
- The drop in click-through may simply reflect fewer clicks needed to reach the customizer.
Caveats: No sample size, duration or probability was shared. The source labels the 12.6% figure as revenue per visitor in one place and conversion rate in another.
Who ran it
Clean Commit ran this test for a Shopify store (anonymized) and published the results (Clean Commit A/B test library). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Clean Commit →
How to run this test on your store
- Hypothesis
- If we merge separate product customizers into one with a toggle for the option that split them, then revenue per visitor will rise because shoppers face fewer choices up front.
- Primary metric
- Revenue per visitor
- Guardrails
- Conversion rate
- Add-to-cart rate
- Customizer completion rate
- Who should test it
- Stores selling custom or made-to-order products split across near-identical pages or collections. If the versions differ a lot in price or build, separate pages may still be clearer.
Questions
Should product variants live on one page or separate pages?
When versions differ by one option, one page with a toggle is often simpler.
This test showed a lift from merging, though it was not proven.
Does reducing choices increase conversions?
Often, when the choices add effort without adding value.
Cutting an early fork in the path is a common way to test it.
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