Tighter spacing in the bundle buy box: +10.74% conversion rate
Reducing the padding inside a bundle buy box lifted conversion rate by 10.74% and revenue per visitor by 10.77%. Dave Diederen kept every option, price and saving the same and only tightened the spacing. Average order value did not change.
- Conversion rate: +10.74% (2.83% to 3.14%). Noticeably more visitors bought.
- Revenue per visitor: +10.77% ($1.39 to $1.54), with a 98.9% probability of beating control and an estimated $166,850 extra per month.
- Average order value: no change ($49.15 vs $49.16). The win came from more orders, not a shift between bundles.
- A third version, labelled "Different Style", also beat control by 7.7% on revenue per visitor, but its design was not shown.
The change
Same buy box with tighter spacing so the whole offer fits on screen.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
A mobile buy box with three bundle options (1, 2 or 3 pouches) plus a subscribe and save 15% box, all with generous spacing between them.
Variant
The exact same buy box with less padding between elements, so all three options and the subscription box fit in a shorter block.
Why it likely won
Our reading of the result, not the practitioner's claim.
- on a phone, the full offer now fits in one view, so shoppers can compare options without scrolling up and down.
- prices and savings sit closer together, which makes the better-value bundle easier to spot.
- a shorter buy box brings the add-to-cart button closer to the options, so fewer people lose their place.
Caveats: Sample size and test length were not shared. The test focused on mobile, so desktop results may differ.
Who ran it
Dave Diederen (@DaveDiederen) 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 reduce the spacing in our bundle buy box, then more mobile shoppers will buy because they can see and compare every option without scrolling.
- Primary metric
- Revenue per visitor
- Guardrails
- Average order value
- Bundle mix (share of multi-unit orders)
- Mis-tap or wrong-option rate
- Who should test it
- Stores with several bundle or quantity options stacked on mobile product pages. It matters less if your buy box already fits on one screen or only has one option.
Questions
Does whitespace hurt conversion on product pages?
Too much of it can. Here, cutting padding in the buy box lifted conversion rate by 10.74% with no other change.
How should bundle options be laid out on mobile?
Aim to show every option, its price and saving, and the add-to-cart button with little or no scrolling. This test shows that compact spacing alone can make a difference.
Did the compact layout change which bundle people picked?
Average order value stayed at about $49 in both versions, so the bundle mix likely stayed similar. The lift came from more people buying.
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