Biggest pack listed first in bundle picker: +8.47% revenue per visitor
Test run byElevate A/B TestingElevate
Commentary byLiftArchiveOur analysis, not theirsListing the biggest pack first in the bundle selector raised revenue per visitor by 8.47%, from €3.54 to €3.84. Elevate A/B Testing ran it for the underwear brand Repeat over 54 days and 26,445 visitors. Packs, prices and discounts stayed the same; only the order changed.
- Revenue per visitor: €3.54 to €3.84 (+8.47%), the deciding metric.
- Sample: 26,445 visitors over 54 days.
- Conversion rate, AOV and statistical confidence were not shared.
The change
Same packs and prices, order reversed so the biggest pack is first
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The selector listed the cheapest pack first and pre-selected it: 2 + 1 free at €49.90, then 4 + 2 free, then 6 + 3 free at €119.90.
Variant
The order was reversed, so the 6 + 3 free pack (-20%, free shipping, 'Best offer') came first and was pre-selected. The 2 + 1 pack moved to the bottom.
Why it likely won
Our reading of the result, not the practitioner's claim.
- the first, pre-selected option acts as a default, and many shoppers keep the default.
- seeing €119.90 first makes the smaller packs feel cheap by comparison.
- the top option carried the biggest discount and free shipping, so the best deal was seen first.
Caveats: Only revenue per visitor was shared, without a confidence level. It is a single store selling multi-pack basics.
Who ran it
Elevate A/B Testing (@elevate_ab) shared this test on X. The numbers and screenshots are theirs.
View the original post on X
How to run this test on your store
- Hypothesis
- If we list and pre-select the biggest pack first in the bundle selector, then revenue per visitor will rise because shoppers anchor on and often keep the first option.
- Primary metric
- Revenue per visitor
- Guardrails
- Conversion rate
- Average order value
- Return rate
- Who should test it
- Stores selling consumables or basics in multi-packs with real volume discounts. It may hurt where first-time buyers want a cheap trial before committing.
Questions
Which bundle should be listed first?
In this test, the biggest pack first beat the cheapest pack first by 8.47% revenue per visitor. Prices and discounts stayed the same.
Does the pre-selected bundle matter?
Likely yes. The first option was also the pre-selected one, and many shoppers keep the default.
How long should a bundle order test run?
This one ran 54 days with 26,445 visitors. Lower-traffic stores may need longer to see a clear result.
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