# 'Help me choose' comparison modal on product page: +2.6% RPV, flat

- Outcome: Flat / inconclusive
- Page type: Product page (Ecommerce)
- Elements: Comparison charts & tables, Variant, size & option selectors
- Date shared: 2026
- Test run by: [Convertibles](https://liftarchive.com/practitioners/convertibles/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://convertibles.dev/blogs/case-studies/help-me-choose-comparison-modal-case-study
- Page: https://liftarchive.com/test/sports-equipment-help-me-choose-modal/

Adding a "Help me choose" link that opens a side-by-side comparison of two models moved revenue per visitor up 2.6%, but at only 62% probability to beat control, so we treat it as inconclusive. Convertibles ran this 14-day test for a sports equipment brand and published it as a Convertibles case study. The brand shipped it anyway as a low-risk change.

## Result

**+2.6% RPV, flat**

- Revenue per visitor: $11.14 to $11.43, +2.6%, at 62% probability to beat control. Not significant.
- Conversion rate: +2.6%, at 66% probability. Also not significant.
- Desktop revenue per visitor: +11.9% at 77% probability, on few orders; mobile was flat.
- Average order value stayed flat, so the modal helped people pick rather than upgrade.
- 7.9% of variation visitors clicked the link, about 1,500 of 19,000.

## Control

The product page model picker showed a Model label and two buttons with the model names. Nothing explained how the base and premium models differed.

## Variant

A "Help me choose" link with an info icon sat next to the Model label and opened a modal with one card per model: image, name, price, build and feel. A single-value option row below the picker was also hidden.

## Why it likely came out this way (our reading)

- The direction was positive, but a 2.6% lift on about 530 orders per version is too small to tell apart from noise.
- On desktop the modal sits beside the buy box and is easy to read, which may explain the stronger desktop number.
- On mobile the modal fills the screen, and model choice was only one of several hurdles, so it may have mattered less.

## Caveats

Not statistically significant after 14 days and about 530 orders per version, so it counts as inconclusive. Hiding the extra option row was bundled in, so the result is not the modal alone.

## How to run this test

- Hypothesis: If we add a 'Help me choose' comparison next to the model picker, then revenue per visitor will rise because shoppers understand what the pricier model offers and stall less on the choice.
- Primary metric: Revenue per visitor
- Guardrail: Add-to-cart rate
- Guardrail: Average order value
- Guardrail: Mobile conversion rate
- Who should test it: Stores selling two or three versions of one product at different prices, where the option buttons only show names. If the difference is obvious, such as sizes, a comparison adds little, and you will need a lot of traffic to detect a small lift.

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Credit: Convertibles ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/sports-equipment-help-me-choose-modal/).
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.