Preselecting the best-selling lens color: +12.2% revenue
Test run byVisuallyTesting and CRO tool
Commentary byLiftArchiveOur analysis, not theirsPreselecting the best-selling lens color for each frame, instead of gray for every frame, lifted Revant Optics' revenue by 12.2%.
Visually ran this test with Revant Optics, a replacement lens brand, and published it as a Visually case study.
Customer questions showed most shoppers wanted lenses that matched the ones they already had.
- Revenue: +12.2% with the best-selling color preselected.
- Shoppers could still pick any other color. Only the default changed.
- Sample size, duration and confidence level were not shared.
The change
Default lens color changed from gray to each frame's best seller
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Every frame's product page defaulted to a gray lens, whatever the frame.
Variant
Each frame's product page preselected the lens color that sold best for that frame.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Most shoppers wanted a match for their current lenses. The best seller for each frame is often that match.
- A sensible default cuts the number of choices a shopper has to work through.
- Seeing a likely match first may also reassure shoppers they are on the right product.
Caveats: Visually reported the result in its own marketing case study. Sample size, test length and statistical confidence were not shared.
Who ran it
Visually ran this test for Revant Optics and published the results (Visually case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Visually →
How to run this test on your store
- Hypothesis
- If we preselect the best-selling variant for each product, then revenue will rise because more shoppers see the option they want without searching.
- Primary metric
- Revenue per visitor
- Guardrails
- Return rate
- Add-to-cart rate
- Variant mix
- Who should test it
- Stores where each product has many variants and buying is skewed toward a few of them. It matters less when variants sell evenly or the choice is personal, such as size.
Questions
Should I preselect a variant on product pages?
Preselecting the best seller helped Revant Optics, with a 12.2% revenue lift.
Avoid it for choices like size, where a wrong default can cause returns.
How do I choose which variant to preselect?
Use sales data for each product, not one site-wide default.
Revant picked the best-selling lens color for each frame.
Can a default option cause returns?
It can if shoppers miss that a choice was made for them.
Make the selected option clear and track return rates.
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