# Star ratings on collection cards: -10% revenue per visitor

- Outcome: Lost
- Page type: Collection page (Ecommerce)
- Elements: Reviews & star ratings, Product cards & quick add
- Test run by: [Gym King](https://liftarchive.com/practitioners/gym-king/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://www.shoplift.ai/case-studies/gym-king
- Page: https://liftarchive.com/test/gym-king-collection-star-ratings-lost/

Adding star ratings to collection page product cards cut revenue per visitor by 10% at Gym King, a UK streetwear brand. Gym King's in-house team ran the test, which was published as a Shoplift case study. They stopped it after six days, when the variant was about £10,000 behind.

## Result

**-10% revenue per visitor**

- Revenue per visitor: -10% for the variant. This was a clear loss.
- Running cost: about £10,000 in lost revenue before the test was stopped at six days.
- The ratings were removed and the original cards kept.

## Control

Collection pages showed product cards with no star ratings.

## Variant

Each product card on the collection page showed a star rating. Only 60-70% of products had reviews, so many cards showed an empty rating.

## Why it likely lost (our reading)

- With 30-40% of products unrated, empty or missing stars may have looked like a warning sign rather than proof.
- Shoppers may have skipped good unrated products in favour of the few with ratings.
- Gym King has many returning customers who already know the brand, so ratings added little for them.
- Extra elements on each card add visual clutter to a grid that was built around product images.

## Caveats

The test was stopped early after six days, and no sample size or confidence level was shared. The result is tied to patchy review coverage and may differ on a catalog where every product has reviews.

## How to run this test

- Hypothesis: If we show star ratings on collection page product cards, then revenue per visitor will rise because shoppers can spot well-liked products faster.
- Primary metric: Revenue per visitor
- Guardrail: Collection page click-through to product pages
- Guardrail: Add-to-cart rate
- Guardrail: Share of clicks going to unrated products
- Who should test it: Stores where nearly every product has a solid number of reviews. If a third of your catalog has no reviews, fix coverage first or hide ratings on unrated cards, as empty stars can hurt.

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Credit: Gym King ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/gym-king-collection-star-ratings-lost/).
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.