Sister-brand switch banner in site nav: +46.84% conversion
Test run byBlend CommerceCRO agency
Commentary byLiftArchiveOur analysis, not theirsAdding a navigation banner that lets shoppers switch between two sister-brand sites raised conversion rate by 46.84% on PerTronix and 28% on Aeromotive.
Blend Commerce ran the A/B test on both automotive parts sites. The banner was kept on both.
- PerTronix conversion rate: +46.84%, with add-to-cart rate up 21.83% and average purchase revenue per user up 43%.
- Aeromotive conversion rate: +28%, with average purchase revenue per user up 49%.
- Aeromotive collection page visits: +0.88%, a very small change.
The change
The variant adds a site-wide banner linking to the sister brand's store.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
PerTronix and Aeromotive ran as separate sites with no links between them.
Variant
Each site got a global navigation banner that let visitors jump to the sister brand's site.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Some visitors land on the wrong brand for the part they need. A switch link sends them to the right place instead of losing them.
- Linking the sites tells shoppers the brands are related, which may add trust.
- Both brands serve the same kind of car enthusiast, so the overlap in audience is high.
Caveats: Results are reported separately for each site. Blend Commerce does not share sample size, test length or confidence.
Who ran it
Blend Commerce ran this test for PerTronix / Aeromotive and published the results (Blend Commerce A/B test). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Blend Commerce →
How to run this test on your store
- Hypothesis
- If we add a banner linking to our sister brand's site, then more visitors will find the right product and buy because the switch is easy.
- Primary metric
- Conversion rate on each site
- Guardrails
- Revenue per visitor per site
- Share of visitors who leave to the sister site
- Add-to-cart rate
- Who should test it
- Companies running several related brands on separate stores with overlapping buyers. It will help less if the brands serve different customers or if the link drains traffic from the higher-margin site.
Questions
Should I link my sister-brand stores to each other?
If the brands share buyers, it can help.
In this test, both sites converted better with a switch banner.
Won't linking away lose me sales?
Some visitors will leave, but in this test both sites gained conversion.
Track revenue on each site to see the net effect.
Where should a cross-brand link go?
Here it sat in a global banner in the site navigation, visible on every page.
Similar tests
@oliverkenyon@oliverkenyon@oliverkenyon@oliverkenyon@oliverkenyon@oliverkenyon