'Back to Results' link on PDPs: +5% mobile revenue per visitor
Test run byBlend CommerceCRO agency
Commentary byLiftArchiveOur analysis, not theirsAdding a 'Back to Results' link to Stone Creek Coffee's product pages lifted mobile revenue per visitor by 5%.
Blend Commerce ran this A/B test for the coffee brand.
Desktop moved the other way, so the link was rolled out on mobile only.
- Mobile revenue per visitor: +5%.
- Mobile conversion rate: +3%.
- Mobile click-through on the link: 5.3%. Shoppers actually used it.
- Desktop: conversion rate -5%, revenue per visitor -1%. A negative result on desktop.
The change
The variant adds a 'Back to Results' link above the product for shoppers from a list.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Product pages had no direct way back to the collection or search results the shopper had come from.
Variant
Shoppers who reached a product page from a collection or search results page saw a 'Back to Results' link that returned them to that list.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Coffee shoppers often compare blends, roasts and formats. An easy way back keeps that comparison going.
- On mobile, getting back to a list can be awkward, so the link solved a real problem there.
- Desktop users have browser controls and more screen space, so the link may have added little or distracted.
Caveats: Results were measured only among users who saw the link, not everyone in the test. The effect was mixed by device. Sample size, duration and confidence were not shared.
Who ran it
Blend Commerce ran this test for Stone Creek Coffee and published the results (Blend Commerce A/B test). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Blend Commerce →
How to run this test on your store
- Hypothesis
- If we add a 'Back to Results' link on product pages for shoppers who came from a collection or search, then more mobile shoppers will buy because they can keep comparing without losing their place.
- Primary metric
- Mobile revenue per visitor among shoppers who saw the link
- Guardrails
- Desktop conversion rate
- Link click-through rate
- Product pages viewed per session
- Who should test it
- Stores where shoppers compare several products before buying, especially on mobile. Less likely to matter if most visitors land straight on a product page from ads.
Questions
Do back links on product pages help conversion?
On mobile they did here: revenue per visitor rose 5% and conversion 3%.
On desktop, conversion fell 5%, so device matters.
Who should see a 'Back to Results' link?
Only shoppers who arrived from a collection or search page.
Those who landed directly have no list to return to.
How do I measure a change only some visitors see?
Analyse the people who were actually shown it.
Counting everyone bucketed into the test dilutes the effect.
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