# Brand drop-down replaced with buttons: +33.4% conversions

- Outcome: Won
- Page type: Product page (Ecommerce)
- Elements: Variant, size & option selectors
- Test run by: [ClickValue](https://liftarchive.com/practitioners/clickvalue/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/dachfenster-rollo/
- Page: https://liftarchive.com/test/dachfenster-rollo-brand-dropdown-to-buttons/

Replacing a brand drop-down with a list of green buttons raised purchases by 33.4% for Dachfenster-rollo.de. The agency ClickValue ran this test for the German window-blind shop, and it was published as a VWO case study. A second variant, with brand names as orange text, rose 18.1% but did not reach significance.

## Result

**+33.4% conversions**

- Variant 2 (green buttons): +33.4% conversions, reported as statistically significant after 53 days.
- Variant 1 (orange text list): +18.1% conversions, but at only 86% confidence, so treat it as unproven.
- The goal tracked was the final purchase, not just clicks to the next step.

## Control

On the page where shoppers pick the brand of their window, they had to open a drop-down list to see the brands. They then chose size, material and type on the next page.

## Variant

Variant 2 showed each brand as its own green button, stacked like a list. Variant 1 listed all brand names as orange text with no drop-down.

## Why it likely won (our reading)

- A drop-down hides the options. Shoppers who aren't sure which brand they have can't scan the list.
- Showing every brand at once removes a click and lets shoppers spot their window brand fast.
- Buttons look clickable, so the next step is obvious, which may explain why they beat plain text.

## Caveats

Small test: about 2,000 visitors split across three versions over 50-53 days, so the lift is likely overstated. The variant 1 result is not significant.

## How to run this test

- Hypothesis: If we show options as visible buttons instead of a drop-down, then more shoppers will move through the configurator and buy, because they can see and pick their option in one tap.
- Primary metric: Purchase conversion rate
- Guardrail: Progression to the next configurator step
- Guardrail: Wrong-selection returns
- Guardrail: Average order value
- Who should test it: Stores with a short list of choices hidden in a drop-down, especially in product configurators. With dozens of options, a full button list can get long, so a search or grouped list may work better.

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Credit: ClickValue ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/dachfenster-rollo-brand-dropdown-to-buttons/).
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.