# Accessories grouped by shopper need: +9.7% conversion rate

- Outcome: Won
- Page type: Collection page (Ecommerce)
- Elements: Layout, fonts & visual design, Filters, sorting & site search
- Test run by: [Visually](https://liftarchive.com/practitioners/visually/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://visually.io/public/case-studies/mockingbird
- Page: https://liftarchive.com/test/mockingbird-accessories-grouped-by-need/

Organizing 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.

## Result

**+9.7% conversion rate**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Average order value
- Guardrail: Click-through from collection to product pages
- Guardrail: 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.

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Credit: Visually ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/mockingbird-accessories-grouped-by-need/).
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.