Secondary 'Complete the look' button: +€5.1K revenue in test
Test run byDRIP AgencyCRO agency
Commentary byLiftArchiveOur analysis, not theirsAdding a secondary 'Complete the look' button below Add to Cart lifted revenue during the test from €70K to €75K (+€5.1K) on SNOCKS unisex product pages.
DRIP Agency ran this A/B test and published it in its SNOCKS case study.
The button linked to complementary products without competing with the main purchase action.
- Revenue during the test: €70K to €75K, reported as a gain of about €5.1K (roughly 7%).
- The test ran on unisex product pages only, so the figure covers a slice of the store's traffic.
- Order value and click-through on the new button were not shared.
The change
The variant adds a secondary 'Complete the look' button below Add to Cart.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Unisex product pages showed only the Add to Cart button.
Variant
A secondary 'Complete the look' button sat below Add to Cart and led to complementary products.
Why it likely won
Our reading of the result, not the practitioner's claim.
- A secondary style kept Add to Cart as the clear main action, so the button added a path without causing confusion.
- Shoppers looking at one item often want to see what goes with it. The button gave them an easy route.
- The same idea of completeness worked in SNOCKS' cart cross-sell test, which suggests a consistent buyer motive.
Caveats: The test ran on unisex product pages only. Revenue is the total during the test runtime, not an annual figure. DRIP Agency did not publish sample size, test length or statistical significance.
Who ran it
DRIP Agency ran this test for SNOCKS and published the results (DRIP Agency case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on DRIP Agency →
How to run this test on your store
- Hypothesis
- If we add a secondary 'Complete the look' button below Add to Cart, then revenue per visitor will rise because shoppers get an easy path to matching products.
- Primary metric
- Revenue per visitor
- Guardrails
- Add-to-cart rate
- Conversion rate
- Average order value
- Who should test it
- Fashion and lifestyle brands with products that are worn or used together. Keep the button clearly secondary. Stores without natural pairings, or with very busy product pages, may see no gain.
Questions
Does a second button on a product page hurt Add to Cart?
Not in this SNOCKS test, where the second button was styled as secondary and placed below Add to Cart. Keep watching add-to-cart rate as a guardrail.
What should a 'Complete the look' button link to?
It should lead to products that pair with the one being viewed. Unrelated items weaken the idea.
Is 'Complete the look' only for fashion?
It suits any category where items are used together, such as home decor or sports gear. It fits poorly when products stand alone.
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