Removed the 1/2/3-bag bundle selector: +8.7% conversion rate
Taking the 1, 2 and 3-bag bundle selector off the product page raised conversion rate by 8.7% and revenue per visitor by 7.8%. Oliver Kenyon ran this test for an 8-figure travel bag brand. Average order value barely changed, so the bundles were not earning their place.
- Conversion rate: +8.69% (5.54% to 6.03%). More visitors bought when they had one clear option.
- Revenue per visitor: +7.81% (€2.46 to €2.65), estimated at about €38,105 extra per month.
- Profit per visitor: +6.67% (€1.58 to €1.68). This was the main metric, and it rose even without bundle discounts.
- Average order value: flat (€44.38 vs €44.02). Removing multi-bag deals did not shrink order size.
The change
The bundle selector is gone; one bag, one price, one button.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The product page showed three bundle options under the price: 1 bag at €59.95, 2 bags for €107.91 (save 10%, tagged most popular) and 3 bags for €152.87 (save 15%).
Variant
A tighter layout with the bundles switched off: one bag, one price and one Add to Cart button. The mockup also shows a star rating line above the title and colour swatches, which the post does not discuss separately.
Why it likely won
Our reading of the result, not the practitioner's claim.
- most shoppers only wanted one bag, so the bundle choice added a decision without adding value.
- the shorter buy box puts the price and button closer together, which is easier to act on, especially on mobile.
- when bundles don't raise AOV, their discounts and extra options mostly add friction.
Caveats: Sample size and test length were not shared, and the confidence ranges for revenue and profit per visitor still dip below zero. The variant may have included small layout changes beyond removing bundles.
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 remove the multi-unit bundle selector from the product page, then more visitors will buy because they face one simple choice instead of comparing deals they don't want.
- Primary metric
- Profit per visitor
- Guardrails
- Average order value
- Units per order
- Revenue per visitor
- Who should test it
- Stores selling durable, one-per-person products where bundles rarely get picked. It probably won't help for consumables or gifts, where buying several is normal and bundles do lift AOV.
Questions
Do product bundles always increase average order value?
No. In this test AOV stayed flat with or without bundles, because most shoppers only wanted one bag.
Can bundle selectors hurt conversion rate?
They can. Removing the selector here lifted conversion rate by 8.7%, likely because it took a decision away.
How do I know if I should remove bundles?
Check how often the multi-unit options get picked and whether they raise AOV. If not, test a version without them and judge it on profit per visitor.
Similar tests
@oliverkenyon@oliverkenyon@oliverkenyon
@DaveDiederen@DaveDiederen@DaveDiederen