# One hat customizer with an orientation toggle: +12.6% conversion

- Outcome: Flat / inconclusive
- Page type: Product page (Ecommerce)
- Elements: Variant, size & option selectors
- Test run by: [Clean Commit](https://liftarchive.com/practitioners/clean-commit/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://cleancommit.io/ab-tests/unified-customizer-streamlines-hat-orientation-options-boosting-conversions-and-reducing-choice-paralysis/
- Page: https://liftarchive.com/test/cleancommit-unified-customizer-streamlines-hat-orientation-options-boo/

Merging 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.

## Result

**+12.6% conversion**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Conversion rate
- Guardrail: Add-to-cart rate
- Guardrail: 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.

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Credit: Clean Commit ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/cleancommit-unified-customizer-streamlines-hat-orientation-options-boo/).
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.