# Preselecting the best-selling lens color: +12.2% revenue

- Outcome: Won
- Page type: Product page (Ecommerce)
- Elements: Variant, size & option selectors
- Test run by: [Visually](https://liftarchive.com/practitioners/visually/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://visually.io/public/case-studies/revant-optics
- Page: https://liftarchive.com/test/revant-optics-preselect-bestselling-lens-color/

Preselecting 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.

## Result

**+12.2% revenue**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Return rate
- Guardrail: Add-to-cart rate
- Guardrail: 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.

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Credit: Visually ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/revant-optics-preselect-bestselling-lens-color/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.