Accessories grouped by shopper need: +9.7% conversion rate
Test run byVisuallyTesting and CRO tool
Commentary byLiftArchiveOur analysis, not theirsOrganizing the accessories collection page into groups by shopper need, instead of one long list, lifted conversion rate by 9.7%.
Visually ran this test with baby gear brand Mockingbird on its Shopify testing platform and published it as a case study.
The aim was to help parents work out which accessories fit their stroller setup.
- Conversion rate: +9.7% for the grouped layout against the flat list.
- Sample size, test length and statistical confidence were not shared, so treat the size of the lift as directional.
The change
One flat product list becomes sections grouped by shopper need.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The accessories collection page showed every product in a single standard list, one after another. There was no grouping to guide shoppers.
Variant
The same accessories were arranged into sections based on what the shopper needs. Each group helped parents find the items relevant to their setup and family.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Accessories for a modular stroller are hard to judge in a flat list. Groups by need tell shoppers where to look.
- Grouping cuts the work of scanning every product to find the one or two that matter.
- Sections can explain why an item exists, which helps shoppers who did not know they needed it.
Caveats: Reported by the testing vendor in a marketing case study. Sample size, duration and significance were not shared.
Who ran it
Visually ran this test for Mockingbird 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 group our accessories collection by the job each product does, then more visitors will buy because they can find the items that fit their needs without scanning the whole list.
- Primary metric
- Conversion rate from collection page visits
- Guardrails
- Average order value
- Click-through from collection to product pages
- Bounce rate on the collection page
- Who should test it
- Stores with a mid-sized accessories or add-on range where products solve different problems. It probably won't help a tiny catalog of near-identical products, where a flat list is already easy to scan.
Questions
Should a collection page be grouped or one long grid?
Grouping tends to help when products serve different purposes and shoppers don't know the category names.
A single grid is often fine when products are similar and easy to compare.
How should I choose the groups?
Use the problems customers describe in reviews and support questions, not your internal product types.
Groups like travel, weather or storage are easier to act on than SKU families.
Is grouping the same as adding filters?
No. Filters wait for the shopper to act, while groups show the structure up front. Some stores use both.
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