Size selector split into Men's and Women's tabs: +12.88% RPV
Test run byOliver KenyonConversionwise
Commentary byLiftArchiveOur analysis, not theirsSplitting a combined size selector into separate Men's and Women's tabs raised revenue per visitor by 12.88% and conversion rate by 10.41%. Oliver Kenyon ran this test for an apparel brand. Add-to-cart rate did not change.
- Conversion rate rose 10.41% (9.4% to 10.3%), about 377 extra orders a month by the dashboard's estimate.
- Revenue per visitor rose 12.88% ($7.76 to $8.76), about $38,699 a month.
- Profit per visitor rose 12.85% ($7.44 to $8.39).
- Average order value rose 2.23% ($82.88 to $84.73), a small lift with a wide range.
- Add-to-cart rate showed no change (19.9% vs 20.0%), so the gain came later in the funnel.
The change
A Men's/Women's choice comes first, then only matching sizes appear.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The product page showed men's and women's sizes together in one size selector.
Variant
Shoppers first picked Men's or Women's, then saw only the sizes for that choice.
Why it likely won
Our reading of the result, not the practitioner's claim.
- a single mixed list made shoppers stop and work out which size applied to them.
- heatmaps showed shoppers already picking their gender first, so the new design matched how they behaved.
- fewer options on screen made the size choice faster and felt more certain.
Caveats: Sample size and duration were not shared. The revenue and profit ranges start at 0%, so the lift is likely real but its size is uncertain.
Who ran it
Oliver Kenyon (@oliverkenyon) 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 split the size selector into Men's and Women's tabs and show only relevant sizes, then more visitors will buy because choosing a size takes less thought.
- Primary metric
- Revenue per visitor
- Guardrails
- Return rate for wrong size
- Add-to-cart rate
- Average order value
- Who should test it
- Apparel and footwear stores that sell unisex products with separate men's and women's sizing. It won't apply if your products use one size scale.
Questions
Should unisex products have separate men's and women's size selectors?
In this test, splitting them into tabs lifted revenue per visitor 12.88% and conversion rate 10.41%.
How do I know if my size selector is confusing?
Oliver Kenyon spotted it in heatmaps. Shoppers clicked their gender first, then looked for their size.
Did the new selector increase add-to-carts?
No. Add-to-cart rate was flat, but more of the people who added to cart went on to buy.
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