Collection page cut to a quarter of products: +14% revenue
Test run byDRIP AgencyCRO agency
Commentary byLiftArchiveOur analysis, not theirsNew Shades cut the products on its listing page by 75% and revenue in the test rose 14%.
DRIP Agency ran the A/B test for the online blinds and sun protection retailer.
The case study gives only the headline numbers.
- Revenue: +14% in the smaller-collection test.
- The case study does not say which products were removed, how long the test ran or how many visitors took part.
- DRIP credits its wider testing program for New Shades with +€800,000 a year. That total covers many tests, not this one alone.
The change
The variant shows a quarter of the products on the listing page.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The product listing page showed the full collection of blinds.
Variant
The listing page showed a smaller collection, with 75% fewer products.
Why it likely won
Our reading of the result, not the practitioner's claim.
- A shorter list can make choosing easier, so fewer shoppers give up when faced with too many options.
- Keeping the strongest sellers may have put the most popular products in front of more people.
- Blinds are a considered purchase. Less browsing may have moved shoppers to a decision sooner.
Caveats: Agency-published case study with only headline figures. Sample size, duration, confidence and how products were chosen are not shared.
Who ran it
DRIP Agency ran this test for New Shades 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 show a smaller, curated set of products on the collection page, then revenue per visitor will rise because shoppers find a good option faster with less choice overload.
- Primary metric
- Revenue per visitor
- Guardrails
- Conversion rate
- Use of search and filters
- Sales of products moved out of the listing
- Who should test it
- Stores with large catalogs of similar products where a few items drive most sales. It is riskier if shoppers come looking for specific niche items that you would hide.
Questions
Can showing fewer products increase sales?
It can. Too many similar choices can make shoppers put off a decision.
This test saw a 14% revenue gain with 75% fewer products, but results depend on your range.
How do I choose which products to hide?
Start with the items that rarely sell or are near-duplicates of others.
Keep them reachable through search so shoppers who want them can still find them.
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