Removing the upsell step from a product finder: est. €820K+ uplift
Test run byVisuallyTesting and CRO tool
Commentary byLiftArchiveOur analysis, not theirsRemoving the upsell step from its product configurator earned Loop Earplugs an estimated €820,000+ in extra revenue over six months.
Visually ran this test with the Loop Earplugs CRO team and published it as a Visually case study.
The figure is the vendor's revenue estimate, and no conversion rates were given.
- Estimated revenue uplift: €820,000+ over six months.
- This is a projected revenue figure, not a measured conversion rate, and the method behind it was not shared.
- Shoppers lost the chance to add upsells in the flow, but the gain from fewer drop-offs outweighed it.
The change
The variant drops the upsell step from the configurator flow.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The configurator, which helps shoppers pick the right earplugs, had an upsell step at step 4. Around 60% of shoppers dropped off at that step.
Variant
The upsell step was removed, so shoppers went from choosing their product straight to buying.
Why it likely won
Our reading of the result, not the practitioner's claim.
- The team believed the upsell options caused friction and confusion, and the result fits that view.
- An extra step late in a guided flow asks for a new decision just when the shopper is ready to buy.
- A high drop-off at one step is a strong sign that step is the problem.
Caveats: This is a vendor case study. The €820,000+ is an estimate over six months, and sample size, significance and conversion figures were not shared.
Who ran it
Visually ran this test for Loop Earplugs and published the results (Visually case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Visually →
How to run this test on your store
- Hypothesis
- If we remove the upsell step from our product configurator, then more shoppers will finish and buy because the flow ends once they have chosen their product.
- Primary metric
- Configurator completion to purchase rate
- Guardrails
- Average order value
- Revenue per visitor
- Attach rate of former upsell items
- Who should test it
- Stores with a quiz or multi-step product finder where one step shows a sharp drop-off. Keep the upsell if it barely changes completion and adds a lot to order value.
Questions
Should a product quiz include upsells?
Only if it doesn't stop people finishing. Loop Earplugs saw about 60% drop off at the upsell step, and removing it was estimated to add €820,000+ in six months.
Where else can upsells go if I remove them from the flow?
Cart, checkout or post-purchase offers reach the same buyers after they have committed.
Test them there so they don't block the first sale.
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