Guided bundle selector with add-on slot: +8.66% revenue per visitor
Test run byDave DiederenSyntra Labs
Commentary byLiftArchiveOur analysis, not theirsRebuilding a confusing bundle selector on a beauty brand's hero product page lifted revenue per visitor by 8.66%. Dave Diederen ran this test, and the new design added a line of guiding copy, split included items from an optional add-on, and put a trust line under the add-to-cart button. Average order value rose 5.13% and conversion rate rose 3.37%.
- Revenue per visitor: +8.66% ($7.44 to $8.08). This was the main metric, and the dashboard showed a 93.7% chance the new design beats the control.
- Average order value: +5.13% ($65.48 to $68.83). More shoppers seem to have taken the add-on slot.
- Conversion rate: +3.37% (11.4% to 11.7%). A small lift, and the range ran from -4% to +11%, so this part is not certain.
- Profit per visitor: +8.84% ($4.92 to $5.35), so the extra revenue did not come at the cost of margin.
The change
Unlabelled dropdowns became a guided selector with included slots, an add-on slot and a trust line.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The bundle had two identical dropdowns stacked on top of each other, with no heading. Nothing told shoppers that those picks were already covered by the bundle price.
Variant
One line of copy above the selector explained what shoppers were choosing. Two slots showed the items included in the kit, a third dashed slot with a discount badge offered an optional add-on, and a line under the button covered shipping, dispatch time and secure checkout.
Why it likely won
Our reading of the result, not the practitioner's claim.
- the old dropdowns looked like extra purchases, so some shoppers hesitated. Saying the slots were included removed that doubt.
- the add-on sat inside the selector, before the add-to-cart tap, so it felt like part of building the kit rather than an interruption.
- the dashed border and discount badge made the add-on look clearly optional, which keeps it from feeling pushy.
- the trust line answered shipping and payment worries right where shoppers decide.
Caveats: This was one product page for one beauty brand, and sample size and test length were not shared. The revenue range crossed zero (-2% to +21%), so the true lift could be smaller than the headline.
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 explain what the bundle slots are, mark which items are included, and add one optional add-on slot inside the selector, then revenue per visitor will rise because shoppers stop doubting the price and see the add-on before they commit.
- Primary metric
- Revenue per visitor
- Guardrails
- Conversion rate
- Profit per visitor
- Add-on attach rate
- Who should test it
- Stores that sell build-your-own kits or bundles where shoppers choose items inside the bundle. It is less likely to matter if your product page sells a single item with no choices.
Questions
Where should an upsell go on a product page?
In this test the add-on sat inside the bundle selector, above the add-to-cart button. That placement went with a 5.13% rise in order value.
Does adding an upsell to the bundle selector hurt conversion rate?
Not here. Conversion rate rose 3.37%, though the range was wide, so watch it closely in your own test.
What should a trust line under the add-to-cart button say?
This version covered three things: the shipping promise, dispatch time and secure checkout. Keep it to one short line.
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